structure Intellectual Capital Admission Process Rigor Pedagogy Industry

Structure intellectual capital admission process

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structure, Intellectual Capital, Admission Process Rigor, Pedagogy, Industry Integration, Global Presence and Recognition. Nine attributes are identified for measuring perceived quality through informal group discussions and are based on parameters considered important by the prospective students for selec- tion of a business school. These attributes are further validated through data on business school perception ratings published by Indian magazines ( Business Today -Nielsen ratings, 2010 ; Business World -Synovate B-school survey, 2011 ). Perceptual maps are drawn for selected business schools to understand the relationship between these attributes, as perceived by students. M3: Overall brand assessment of a business school is measured on a three- point scale. Overall brand quality assessment is the perceived brand value of the 184 A. Aggarwal Sharma et al. Downloaded by [Sapna Popli] at 08:08 20 December 2013
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business school (highlighted as symbolic attribute in brand equity measure by Keller in 1993 ), irrespective of individual attributes, and is determined by the legacy, image and experiences (Byron, 1995 ; Cheng & Tam, 1997 ). M4: Perceived VFM: Perception of business schools on VFM is also measured on a three-point rating scale. Perceived VFM is defined as the custo- mer’s overall assessment of brand utility based on perceptions of what is received vs. what is given (Kirmani & Zeithaml, 1993 ). VFM in this study measures the investment vs. returns ratio for a business school. Students per- ceive the schools high on VFM if the salaries and non-material benefits obtained after graduating outshine the total fee and investment in education. M5: Preference: This is a stage of decision-making at which a buyer will select a particular brand and prefer it over a competitor’s brand, availability or access being a non-issue (Dhar & Sherman, 1996 ). Respondents are asked to rate business schools on the basis of their explicit preference. An 11-point scale is used to calculate the preference scores. Overall preference for a business school is determined by independent variables listed above and the importance given to them by different groups of prospective students. The dependent variables for brand choice used in this study are the following : M6: Willingness to pay a fee premium: It is defined as the extra amount a consumer is willing to pay for their preferred brand. This is considered as one of the most reasonable summary measures of overall brand equity (Aaker, 1996 ). This is viewed as a result of managing other CBBE facets like perceived quality, perceived VFM, etc. (Blackston, 1995 ; Keller 1993 ). In this study, respondents identified the fee they are willing to pay for a particular business school. This is captured by using a six-point scale, wherein each point represented a certain range of fees for the two-year program. This measure is also a representation of the consumer’s choice and hence their willingness to pay extra money (pay a premium) to experience the brand.
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