Communication Source, Brand Image and Brand Choices of Postgraduate Students

Abstract

The purpose of this study is to determine post graduate students' perception of the communication sources, brand image of the university and their brand choices when selecting a university to pursue their graduate studies. A quantitative research approach in the form of a correlation study was used in this research. This study was conducted in a corporate university of the national telecommunication company in Malaysia. The respondents were post graduate students pursuing master the business management (MBA) program. A total of 41 students constituted the sample. A structured questionnaire was used to collect data. University web site was found to have the greatest reach and influence on students' decision to study in the university. Published ranking was second and friends /family was third. Of the top ten sources having the greatest reach and influence, six were university sources. Quality / reputation of the faculty topped the list on important decision criteria for selecting to study in the university. This was followed by prestige /global recognition of the university; published ranking of its graduate management programme and that it was an accredited program. Accredited programme, quality and reputation of the faculty, global recognition and prestige of the school were among the top reasons given by graduating MBA students for selecting the school. The study was confined to one institution only. Therefore the results are only generalizable to the population from that university. Further research should include samples from other universities so that the results can be generalizable over a larger population. The paper contributes to marketing research for institutions of higher education. The finding could be used to develop effective marketing strategy.