An exploratory evaluation of student based perceptions of brand and equity; a study of Cardiff Metropolitan University: Cardiff School of Management

Abstract

The thesis adopted an inductive, social constructionist, qualitative approach to the investigation into the brand equity of Cardiff Metropolitan University: Cardiff School of Management from a student's perspective. To produce the findings for the research focus groups were used with 22 participants. The questions centred on the students' feelings and experiences with the university throughout their three years of study. The focus group provided the research with a variety of findings, it became apparent that the student's level of resonance was dependent on the course they were studying and the interactions they had with their tutors. It has also provided an insight into the student's feelings due to the rebranding of the university from UWIC to Cardiff Metropolitan. From the findings it was evident that the university needed to look at the quality of learning in some of the courses but also rebuilt the trust with the students which have been lost due to the unknown impact of the rebranding.