University Branding

Methodology

As discussed by Saunder et al, for research purposes we normally adopt two approaches, one is deductive approach and the other is inductive approach. For this research we use the deductive approach. As the main objective of this research is to investigate the influence of attributes like awareness, acceptance, and quality on brand image of universities, therefore, after a thorough search it is proposed to conduct semi structured interviews which are considered to be most suitable for testing the of influence of different attributes on brand image. The components used in the study are awareness, acceptance, prestige, incentives and quality.