Abstract
Due to exponential growth in the number of higher education
institutions, competition among institutions for attracting sufficient
number of students has also increased exponentially. In such a
scenario, there has been paucity of marketing models that could better
guide the senior management of higher education institutions on how to
develop high positive brand equity for their respective institutions. This
study presents a holistic integrated process model of students based
brand equity in higher education institutions by reviewing extant
theories of marketing such as Keller, and Aaker conceptualizations of
customer brand equity, Expectation-Disconfirmation theory of
Oliver and the brand relationship model of Esch, Tobias, Bernd and
Patrick. The proposed model of students based brand equity developed
in this study is a comprehensive model that will provide a guide map to
the management of higher education institutions to effectively form
high and positive students' based brand equity. Since brand equity
positively affects students’ admission intention, the proposed model
thus guides universities management towards increasing the students’
enrollment in long run. The study thus is a novel combination of
theories from marketing and business domains which has not been
previously covered in such a depth.
Munsif Ullah, Wisal Ahmad, Muqaddas Ullah. (2019) Developing an Integrated Process Model of Student Based Brand Equity in Higher Education Institutions of Khyber Pakhtunkhwa, Journal of Managerial Sciences, Volume 13, Issue 2.
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