Anatomy of British Business School Brands: Attributes Affecting Choice Among Pakistani Postgraduate Students

Anatomy of British Business School Brands: Attributes Affecting Choice Among Pakistani Postgraduate Students

The research studies that investigate business school brands from an Asian consumer perspective are scarce. Current study aims at discovering the branding attributes of UK Business Schools that influence Pakistani business students to apply for admission in higher degrees. Following a naturalistic t...

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Bibliographic Details
Main Authors: Usman Ahmad, Muhammad Kashif, Jessica Eaton, Rooma Qadeer
Format: Article
Language:English
Published: Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations) 2014-06-01
Series:Tržište
Subjects:
business schools
UK
brand
qualitative research
Pakistan
Online Access:http://hrcak.srce.hr/file/182254

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