Purpose – The purpose of this paper is to investigate how Chinese cultural values influence “Little Emperors'” choice of study destination; and their preferred communication sources for university choice. Design/methodology/approach – University students from the People's Republic of...

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...

Purpose – The purpose of this paper is to determine what can cause dislike of an advertisement's message in Asia. Television commercials were looked at specifically to provide an insight into the construct of advertising dislikeability and how it affects purchase intention and purchase...