POTENTIAL ASSOCIATION OF PRIVATE UNIVERSITY BRANDING EFFOTS WITH PERCEPTIONS AND ATTITUDES OF PROSPECTIVE STUDENTS: A STUDY IN SRI LANKA

Preethi Perera, Nalin Abeysekera and Dinesh Samarasinghe
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Preethi Perera: Management & Science University, Malaysia
Nalin Abeysekera: The Open University, Sri Lanka
Dinesh Samarasinghe: University of Moratuwa, Sri Lanka

Management and Marketing Journal, 2016, vol. XIV, issue 2, 164-179

Abstract: Branding is a key factor that is receiving attention by the private universities in marketing their educational products. It is evident that the perceptions and attitudes of the prospective students could play a vital role in attracting them by these institutions.This study focuses on the prospective students of private universities in Sri Lanka, and it aims to conceptualize such branding efforts and students’ perceptions & attitudes regarding private universities, and to investigate if there could be any potential associations between them. Responses were gathered via an online survey questionnaire, and the results indicate that there are significant positive relationships between branding efforts and students’ attitudes; students’ perceptions and attitudes; and between branding effort and perceptions. Further, students’ perceptions showed a full mediating effect between branding efforts and students’ perceptions.

Keywords: marketing; branding; perception; attitudes; selection intention; mediating relationship (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:aio:manmar:v:xiv:y:2016:i:2:p:164-179

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