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1、外文翻译PerceptionsofpotentialpostgraduateGreekbusinessstudentstowardsUKuniversitiesbrandandbrandReputationMaterialSource:JournalofBrandManagement(2011)Vol.18,4/5,264–273Author:Constantinos-VasiliosPriporas,IreneKamenidouABSTRACTThepurposeofthisstudyistoexploretheimportanceofUKbusinesssc
2、hools’brandreputationasacriterionofchoiceforpostgraduatestudiesbyGreekuniversitystudents.Theresearchwasexploratoryinnatureanddatawascollectedbycarryingoutsemi-structuredin-depthinterviewswith27students.Respondentsidentifiedthenameasamajorbrandcomponent,althoughthe‘Internationalrecogn
3、itionoftheB-school’,‘University’sbrandname’,‘Surveyrankings’,‘Accreditation’and‘Highgraduationjobandcareerprospects’werethemostimportantelementsoftheB-schools’brandreputation.ItseemsthathomeuniversityprofessorsmightalsoplayroleintheformationoftherecommendedforeignB-schools’brandreput
4、ation.Thisstudyoffersempiricalfindingsfromuniversitybranding,wherestudiesarelimited,andpartiallyconfirmsthefindingsandconclusionsofearlierstudiesinthefield.Keywords:universitybranding;brandreputation;B-schools;students’perceptions;highereducationmarketing;servicesmarketingINTRODUCTIO
5、NBrandsaretraditionallyassociatedwithconsumergoods,ashistoricallybrandingasaconceptcanbetracedbacktothelatenineteenthcenturywiththedevelopmentofbrandedconsumerproductssuchasQuakerOatsandGillette(LowandFullerton,1994).Inmoderntimes,thetopicofbrandinginmarketingliteratureappearedforthe
6、firsttime60yearsago,whenBanksin1950wrotethefirstpaperonbranding(Banks,1950),andithasbecomethecorefociofmodernmarketing(Keller,1998).Inaddition,authorssuchasAaker,deChernatony,KapfererandKellercontributedsignificantlytotheevolutionofbrandingtheory.Inparticular,deChernatonyandhiscollea
7、gues(deChernatonyandRiley,1999;deChernatonyandSegal-Horn,2001,2003a,b;deChernatonyandMcDonald,2003;deChernatonyetal,2004)placedspecialemphasisondevelopingthebrandconceptinservices.Aaker(1991,p.7)definedabrandas‘adistinguishingnameand/orasymbol(suchaslogo,trademark,orpackagedesign)int
8、endedtoident