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1、外文翻译原文PerceptionsofpotentialpostgraduateGreekbusinessstudentstowardsUKuniversitiesbrandandbrandReputationMaterialSource:JournalofBrandManagement（2011）Vol.18,4/5,264–273Author:Constantinos-VasiliosPriporas，IreneKamenidouABSTRACTThepurposeofthisstudyistoexploretheimpor
2、tanceofUKbusinessschools’brandreputationasacriterionofchoiceforpostgraduatestudiesbyGreekuniversitystudents.Theresearchwasexploratoryinnatureanddatawascollectedbycarryingoutsemi-structuredin-depthinterviewswith27students.Respondentsidentifiedthenameasamajorbrandcompo
3、nent,althoughthe‘InternationalrecognitionoftheB-school’,‘University’sbrandname’,‘Surveyrankings’,‘Accreditation’and‘Highgraduationjobandcareerprospects’werethemostimportantelementsoftheB-schools’brandreputation.Itseemsthathomeuniversityprofessorsmightalsoplayroleinth
4、eformationoftherecommendedforeignB-schools’brandreputation.Thisstudyoffersempiricalfindingsfromuniversitybranding,wherestudiesarelimited,andpartiallyconfirmsthefindingsandconclusionsofearlierstudiesinthefield.Keywords:universitybranding;brandreputation;B-schools;stud
5、ents’perceptions;highereducationmarketing;servicesmarketingINTRODUCTIONBrandsaretraditionallyassociatedwithconsumergoods,ashistoricallybrandingasaconceptcanbetracedbacktothelatenineteenthcenturywiththedevelopmentofbrandedconsumerproductssuchasQuakerOatsandGillette(Lo
6、wandFullerton,1994).Inmoderntimes,thetopicofbrandinginmarketingliteratureappearedforthefirsttime60yearsago,whenBanksin1950wrotethefirstpaperonbranding(Banks,1950),andithasbecomethecorefociofmodernmarketing(Keller,1998).Inaddition,authorssuchasAaker,deChernatony,Kapfe
7、rerandKellercontributedsignificantlytotheevolutionofbrandingtheory.Inparticular,deChernatonyandhiscolleagues(deChernatonyandRiley,1999;deChernatonyandSegal-Horn,2001,2003a,b;deChernatonyandMcDonald,2003;deChernatonyetal,2004)placedspecialemphasisondevelopingthebrandc
8、onceptinservices.Aaker(1991,p.7)definedabrandas‘adistinguishingnameand/orasymbol(suchaslogo,trademark,orpackagedesign)intendedtoide
