Like father like son: the role of similar-education parents in their children's university choice
Author | Eldegwy, Ahmed |
Author | Elsharnouby, Tamer H. |
Author | Kortam, Wael |
Available date | 2023-05-09T09:20:11Z |
Publication Date | 2022 |
Publication Name | Journal of Marketing for Higher Education |
Resource | Scopus |
Abstract | This study draws attention to the role of similarly educated parents in their children's university choice. We conceptualise, develop, and empirically test a model that links university choice with parents' intention to recommend the university and university brand preference that stems from their own experiences during the university evaluation stage. Data from 339 parents of prospective university students were collected and analysed using structural equation modelling. The findings reveal that parents' experience with university staff, perception of other parents, and quality of university facilities affect parents' satisfaction. The results suggest that parents satisfied with a university are more likely to recommend that university to their children and prefer the university brand. These two constructs were found to influence university choice for those parents with non-similar education to a university programme. For parents with similar education to a university programme, only parents' university brand preference influences university choice. 2022 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group. |
Language | en |
Publisher | Routledge |
Subject | Higher education marketing similar education parents university brand preference university choice university staff-parent interactions |
Type | Article |
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Management & Marketing [701 items ]