Understanding ethnic Chinese student’s tertiary education decision-making

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.