Respondents perceive the attributes of pedagogy admission and industry inter

Respondents perceive the attributes of pedagogy

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Respondents perceive the attributes of pedagogy, admission and industry inter- action as highly congruent. All other variables including globalization, intellec- tual capital and program recognition are also closely related. Location, which primarily represents the second dimension, constitutes 11.9% variance. The congruency between all parameters except infrastructure and location in the map shows that these are considered jointly by prospective students to assess the business school quality. This is consistent with the literature that all provider attributes, except location and size, are significant in building brand perceptions (Mourad et al., 2010 ). The red circles represent the placement of nine business school brands on the perception map. XLRI appears to be the most preferred institute on all attributes. SPJIMR is the most preferred on location. On globa- lization and foreign integration, SPJIMR scores higher, possibly due to the pres- ence of its international campuses. NMIMS comes as the least preferred institute on these variables according to data. Also IIMK and IIMI are not dif- ferentiated and their perception on stated attributes is very similar. Table 3 Journal of Marketing For Higher Education 189 Downloaded by [Sapna Popli] at 08:08 20 December 2013
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Table 3. Individual business school brand results and preference shares. Familiarity, M1 Aggregate perception of quality, M2 Overall brand assessment, M3 VFM, M4 Preference, M5 Fee premium, M6 Choice intention, M7 Preference shares recovered by MEXL model (in %) Range 1–4 9–45 1–3 1–3 0–10 1–6 0–10 % IIMI 3.07 34.81 2.76 2.64 9.12 4.24 5.08 10.19 IIMK 3.04 34.77 2.75 2.65 8.73 3.99 5.05 10.39 SPJIMR 3.6 38.12 2.94 2.8 9.27 3.91 7.67 11.82 MDI 2.7 33.93 2.5 2.35 7.81 3.45 3.78 8.89 XLRI 3.3 38.42 2.96 2.84 9.55 4.29 6.51 24.02 FMS 3.24 37.04 2.86 2.92 8.99 3.53 5.79 10.98 NITIE 2.46 32.97 2.29 2.44 6.65 2.8 2.86 7.96 IIFT 2.75 34.14 2.44 2.42 7.31 3.08 3.3 8.76 NMIMS 2.58 30.68 2.02 1.99 6.44 2.66 3.09 6.97 190 A. Aggarwal Sharma et al. Downloaded by [Sapna Popli] at 08:08 20 December 2013
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shows the percentage of preference shares for various business schools as recovered by the MEXL software model. The highest concentration of ideal preference points is near XLRI, SPJIMR and FMS, which depicts that more respondents preferring these institutions over IIM Indore and IIM Kozhikode. Perception of business school brands on identified independent variables: the positioning map using MEXL is drawn for business schools for four inde- pendent variables, M1 through M4, is given in Figure 3 . Dimension 1 explains 86.6% variance in the data. The aggregate perception of business school quality (M2) and overall brand assessment (M3) are highly congruent, signifying that the perception of individual attributes for business school performance contrib- utes to the perception of the overall brand image, as suggested by the literature which suggests that image-related dimensions and product/service-related dimensions are generally significant and related in the context of service brands (De Chernatony, 2001 ). The other two variables are loaded on dimen- sion 1, but familiarity is more loaded on the second dimension, which explains 6.4% of variance. The literature suggests that image-related dimensions were
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