Student evaluation of university image attractiveness and its impact on student attachment to international branch campuses

In many countries and regions around the world international students now weigh up the potential advantages and disadvantages of undertaking their higher education at an international branch campus rather than at a home campus located in a traditional destination such as the United States or United Kingdom. The aim of the research is to identify the criteria used by prospective students to evaluate the images they hold of international branch campuses and to investigate the impact of these assessments on students' attachment to institutions. The study involved 407 students studying at nine international schools in the United Arab Emirates (UAE). It was found that information and opinions gained through personal relationships and the media explained over half of the variability in the attachment/membership intentions of prospective students. It was also discovered that students evaluate international branch campuses using information related to both the local branch and the home campus. The implications of the findings for international branch campuses are discussed.