Evaluating student’s preferences for university brands through conjoint analysis and market simulation

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Evaluating student’s preferences for university brands through conjoint analysis and market simulation

Purpose In recent times, many universities have been pressured to become heavily involved in university branding. The purpose of this paper is to investigate students’ perceptions of different international universities (brands) in terms of important university attributes, including the country in...

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Bibliographic Details
Main Authors:	Kamal Basha, Norazlyn, Sweeney, Jillian C., Soutar, Geoffrey Norman
Format:	Article
Published:	Emerald Publishing 2019
Online Access:	http://psasir.upm.edu.my/id/eprint/79734/

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