| Construct | Factor | Item |
| Image of the nation | Enterprise | Cool |
|
|
| Trendy |
|
|
| Innovative |
|
| Chic | Elegant |
|
|
| Prestigious |
|
|
| Refined |
| Image of education | Quality | High quality faculties |
|
|
| High rankings in media surveys |
|
|
| High standards in selecting students |
| Attitude towards education | Affinity with education | Affinity with the UK as a provider of tertiary education |
|
|
| Recommend the UK as a provider of tertiary education to my colleagues and friends |
|
|
| Overall satisfaction with the UK as a provider of tertiary education |
| Purchase intention | Intention to study | Likelihood of pursuing tertiary education in the UK in the next 5 years |