The Theoretical Analysis of the Allocation of Family Control Rights B Oc17 2014 | Page 9

J. Cai, T. Loo

Table 7. Summary of standardised direct and indirect effects.

Construct

Factor

Standardised
effects

Image of
the nation

Image of education

Quality

Direct

Image of
education
(quality)

Attitude towards
education
(affinity with
education)

.719

Indirect
Total
Attitude towards education

Affinity with education

.719

Direct

.761

Indirect
Total
Purchase intention

Intention to study

.547
.547

.761

Direct

.338

Indirect

Chic

.257

Total
Image of the nation

.185
.185

.257

Direct

.826

.338

Indirect
Total
Enterprise

.826

Direct

.421

Indirect
Total

.421

6. Discussion and Implications
We have provided empirical evidence to show that the image of a nation can contribute to the image of the nation’s tertiary education in the international arena. Our findings show that both the image of the nation and the
image of education affect the interest of overseas students to study in the UK. There is mileage in setting policies to enhance image at both levels.
The relevant aspects of the UK national image are Chic and Enterprise. Chic is indicated by “elegant”, “prestigious” and “refined”, representing the traditional image of the UK, while Enterprise is indicated by “cool”,
“trendy” and “innovative”, representing the modern image of the nation. It seems that in the minds of Chinese
and Indian young adults, the image of the UK is a mixture of the traditional and the new. At first glance, the dichotomy of the UK being steeped in heritage/tradition while at the same time characterized by innovation/
trendiness, might be a cause for concern. Hiscock (2002) aptly commented that the UK presented “… a confusing image to the outside world, and domestically. On one hand the nation is famed for its traditions; on the other,
a new and more enterprising personality has been gradually emerging. This very British dichotomy is exemplified in brand pairings such as Jaguar and Mini, Crabtree & Evelyn and The Body Shop, British Airways and
Virgin” (p. 16). However, it is only natural for a nation’s image to consist of paradoxes given the complexity of
a nation (Silver & Hill, 2002) and we would argue that the dichotomy of the two different dimensions of the
image of the UK is an opportunity rather than a problem.
Chinese young adults had been exposed to a number of promotional campaigns by the UK government (e.g.
Britain at the Leading Edge, 2002, Think UK1), which aimed to show that innovative and creative thinking were
core to the UK (FCO, 2003). Therefore, on top of the traditional image of the UK, Chinese young adults now
see the UK as Enterprising. Nonetheless, images of the traditional UK still linger. Given these “conflicting” images, it is therefore not surprising that the UK is perceived as both Chic and Enterprising among young Chinese.
1

Think UK—An initiative by the Foreign & Commonwealth Office to bring a variety of British innovators, performers and personalities to
China to showcase the creative and innovative ideas from contemporary Britain, and to strengthen links between young people in the two
countries.

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