publication . 0044 . 2014

The main determinants of international student identification with a UK middle ranking business school corporate brand: an international marketing perspective

Mahmoud, Rudaina;
Open Access English
  • Published: 01 Jan 2014
  • Publisher: Brunel University
Abstract
This thesis was submitted for the degree of Doctor of Philosophy and awarded by Brunel University. The aim of this study is to make a theoretical contribution vis-à-vis the main determinants of international student identification with a middle ranking business school corporate brand. The findings of this study are of foundational significance in theory building terms. A substantive theory of international postgraduate student identification in UK middle ranking business school corporate brands is introduced. This theory was found to be underpinned by five attractiveness dimensions: brand similarity, brand distinctiveness, association with a metropolitan c...
Subjects
free text keywords: Corporate brand attractiveness, City brand, Country brand, Brand similarity, Brand distinctiveness
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