The role of brand attachment strength in higher education

Elusive expectations for a novel program design: Contrast between program intentions and student recruitment and retention

“…House Office of the Press Secretary, 2013). Indeed, a recent survey by Harris Poll of 747 prospective students indicated that the cost and availability of financial aid may be the primary factor in college selection by future students and their parents (Fishman & Love, 2015), which coincides with prior research (e.g., Dongbin, 2004) • Perceived institutional and program value and characteristics, including (a) institutional reputation (Dennis et al, 2016); (b) impact on future employability (Beggs, Bantham, & Taylor, 2010); and (c) selection and availability of programs/majors (Cabrera & La Nasa, 2000), also play a key role in college selection decision. These findings also coincide with a recent study by Eduventures (Reid, 2017) that analyzed the survey responses of over 90 thousand admitted students to identify pivotal factors in their selection criteria and impact factors on their choice of college and program, including availability of the desired program and preparation for future career.…”

“…While a number of factors influence the selection of an institution and a major, the following are the most common derived from previous scholarship: Cost and availability of financial aid: The growing concern over the cost of education and the need for more affordable options has been voiced by families and recognized by the officials (e.g., White House Office of the Press Secretary, ). Indeed, a recent survey by Harris Poll of 747 prospective students indicated that the cost and availability of financial aid may be the primary factor in college selection by future students and their parents (Fishman & Love, ), which coincides with prior research (e.g., Dongbin, ) Perceived institutional and program value and characteristics, including (a) institutional reputation (Dennis et al, ); (b) impact on future employability (Beggs, Bantham, & Taylor, ); and (c) selection and availability of programs/majors (Cabrera & La Nasa, ), also play a key role in college selection decision. These findings also coincide with a recent study by Eduventures (Reid, ) that analyzed the survey responses of over 90 thousand admitted students to identify pivotal factors in their selection criteria and impact factors on their choice of college and program, including availability of the desired program and preparation for future career. Fit/interest in major and prior preparation are often based on perceived compatibility of gender, race, or ethnicity (Cadaret, Hartung, Subich, & Weigold, ; Ma, ; Perna, Steele, Woda, & Hibbert, ), precollege preparation, and perception of their own abilities (Montmarquette, Cannings, & Mahseredjian, ).…”

“…Attracting and retaining students is a key component of this process. Although significant research exists on factors related to students' college selection and perseverance (e.g., Dennis, Papagiannidis, Alamanos, & Bourlakis, ; Jones‐White, Radcliffe, Lorenz, & Soria, ; Ma, ), there has been less exploration of the impact of these factors on piloting alternative programs at traditional universities.…”

Examining the Branding of Turkish Universities in the Context of Socioeconomic Development of Their Cities

“…Chen and Chen (2014) investigated the effects of branding on students satisfaction and found that the performance, symbol and functionality components of branding were related to increased student satisfaction. Similarly, Jillapalli and Jillapalli (2014) and Dennis, Papagiannidis, Alamanos and Bourlakis (2016) stated that components of branding are keys to student satisfaction and commitment.…”

University Enrolment Intentions From Students’ Viewpoint

“…Therefore, the review of the literature incorporates previous research in the branding field (see work by Aaker, 1991;Yoo et al, 2000;Escalas & Bettman, 2005;Chapleo, 2010;Jalilvand et al, 2011;Goi et al, 2014;Chen & Chen, 2014;Millot, 2015;Dennis et al, 2016;Satvati et al, 2016) to conceptualize the proposed model. From the reviewed literatures, this study has adopted the brand equity dimensions proposed by Aaker's (1991) and university ranking (Millot, 2015) onto the context of study.…”