CONSUMER-BASED BRAND EQUITY MEASUREMENTS FOR HIGHER EDUCATION: DEVELOPING AND TESTING THE RELATIONSHIPS

摘要

As organizations seek competitive advantage, branding and brand management have become increasingly important in the current highly competitive marketplace. Therefore, the concept of brand equity is emerging globally as the defining property of a brand in the search for market superiority. Experiencing an increase in competition in a negative global economic environment and a decrease in enrollments, colleges and universities have also been impacted by increased competition. As a result, universities have turned to branding efforts because the relatively simple promotional approaches of the past no longer seem to work, particularly when a strategic response is warranted. As very few empirical studies have focused on university branding, this study attempts to start filling the void by developing and empirically examining the effects of university brand equity dimensions using a university brand equity framework based on the concept of customer-based brand equity (CBBE).