Factors influencing choice of a university by students in Zimbabwe
This paper discussed factors that influence choice of a university by students in Zimbabwe. A cross-sectional qualitative design involving the use of focus groups is used. The research revealed that choice of a university brand is influenced by a number of internal factors such as the quality of pr...
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| Format: | Article |
| Language: | English |
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Academic Journal
2017
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| Online Access: | http://hdl.handle.net/11408/1978 |
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| _version_ | 1779905332716240896 |
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| author | Mupemhi, Shepard |
| author_facet | Mupemhi, Shepard |
| author_sort | Mupemhi, Shepard |
| collection | DSpace |
| description | This paper discussed factors that influence choice of a university by students in Zimbabwe. A cross-sectional
qualitative design involving the use of focus groups is used. The research revealed that choice of a university brand is influenced by a number of internal factors such as the quality of programmes offered by the institution, the brand name of institution, state of facilities, location of university, level of tuition fees, relationships and networks with stakeholders, and university visibility through communications. The implications are that universities should be treated as brands. The management focus should be on those attributes that form the core, tangible, augmented and potential components of the university brand. |
| format | Article |
| id | ir-11408-1978 |
| institution | My University |
| language | English |
| publishDate | 2017 |
| publisher | Academic Journal |
| record_format | dspace |
| spelling | ir-11408-19782022-06-27T13:49:06Z Factors influencing choice of a university by students in Zimbabwe Mupemhi, Shepard Brand, corporate brand management University brand, brand attributes This paper discussed factors that influence choice of a university by students in Zimbabwe. A cross-sectional qualitative design involving the use of focus groups is used. The research revealed that choice of a university brand is influenced by a number of internal factors such as the quality of programmes offered by the institution, the brand name of institution, state of facilities, location of university, level of tuition fees, relationships and networks with stakeholders, and university visibility through communications. The implications are that universities should be treated as brands. The management focus should be on those attributes that form the core, tangible, augmented and potential components of the university brand. 2017-06-08T13:41:19Z 2017-06-08T13:41:19Z 2013-09 Article 1993-8233 1990-3839 http://hdl.handle.net/11408/1978 en African Journal of Business Management;Vol.7; No. 36; p. 3723-3729 open Academic Journal |
| spellingShingle | Brand, corporate brand management University brand, brand attributes Mupemhi, Shepard Factors influencing choice of a university by students in Zimbabwe |
| title | Factors influencing choice of a university by students in Zimbabwe |
| title_full | Factors influencing choice of a university by students in Zimbabwe |
| title_fullStr | Factors influencing choice of a university by students in Zimbabwe |
| title_full_unstemmed | Factors influencing choice of a university by students in Zimbabwe |
| title_short | Factors influencing choice of a university by students in Zimbabwe |
| title_sort | factors influencing choice of a university by students in zimbabwe |
| topic | Brand, corporate brand management University brand, brand attributes |
| url | http://hdl.handle.net/11408/1978 |
| work_keys_str_mv | AT mupemhishepard factorsinfluencingchoiceofauniversitybystudentsinzimbabwe |