Understanding Ethnic Chinese Student's Tertiary Education Decision-Making

International Journal of Business and Management, Vol. 2, No. 3, pp. 16-22, June 2007

7 Pages Posted: 15 Jan 2008

See all articles by Kim Choy Chung

Kim Choy Chung

American University in Dubai

Kim Fam

University of Otago - Department of Marketing; Saint Istvan University

David K. Holdsworth

University of Otago

Abstract

Although branding has become the latest focus in tertiary education to attract international students, little has been written about the influence of brand message on student's choice of education destination in relation to other influence factors. Results from extensive questionnaire research (mall intercept) supported the hypotheses that cultural value, promotional media used, and a brand positioning statement with assurance content has a positive impact on choice of tertiary education amongst ethnic Chinese students. This paper recommends further research into the influence of emotion in the choice of study destination.

Keywords: Decision-making, Chinese cultural values, brand positioning statements, advertising media

Suggested Citation

Chung, Kim Choy and Fam, Kim Shyan and Holdsworth, David K., Understanding Ethnic Chinese Student's Tertiary Education Decision-Making. International Journal of Business and Management, Vol. 2, No. 3, pp. 16-22, June 2007, Available at SSRN: https://ssrn.com/abstract=1083836

Kim Choy Chung (Contact Author)

American University in Dubai ( email )

Dubai, UAE 28282
United Arab Emirates

Kim Shyan Fam

University of Otago - Department of Marketing ( email )

United States

Saint Istvan University ( email )

Hungary

David K. Holdsworth

University of Otago ( email )

P.O. Box 56
Dunedin, Otago 9010
New Zealand

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