Have a personal or library account? Click to login

Applying Model of Brand Equity in Higher Education Marketing Context

Open Access
|Oct 2022

References

  1. 1. Aaker, D. (1991), Building Strong Brands, New York, The Free Press.
  2. 2. Agarwal, M., Rao, V. (1996), „An Empirical Comparison of Consumer-Based Measures of Brand Equity”, Marketing Letters, Vol. 7 No. 3, pp. 237-247.10.1007/BF00435740
  3. 3. Alhalwaki, H., Mousa, H. A. M. (2019), „Factors affecting the implementation of internationalisation strategies in higher educations institutions: evidence from Bahrain”, International Journal of Management in Education, Vol. 13 No. 1, pp. 1-27.10.1504/IJMIE.2019.096474
  4. 4. Binsardi A., Ekwulugo F. (2003), „International marketing of British education: Research on the students’ perception and the UK market penetration”, Marketing Intelligence & Planning, Vol 21, pp. 4-5.10.1108/02634500310490265
  5. 5. Byron, S. (1995), „Brand Equity and Market-based Assets of Professional Service Firms”, Journal of Professional Services Marketing, Vol. 13 No.1, pp. 3-7.
  6. 6. Chen, L. H. (2008), „Internationalisation or international marketing? Two frameworks for understanding international students’ choice of Canadian universities”, Journal of Marketing for Higher Education, Vol. 18 No. 1, pp. 1-33.10.1080/08841240802100113
  7. 7. Cheng, Y. C., Tam, W. M. (1997), „Multimodels of quality in education”, Quality Assurance in Education, Vol. 5 No. 1, pp. 22-31.10.1108/09684889710156558
  8. 8. Cobb-Walgren, C. J., Ruble, C. A., Donthu, N. (1995), „Brand equity, brand preference, and purchase intent”, Journal of Advertising, Vol. 24 No. 3, pp. 25-40.10.1080/00913367.1995.10673481
  9. 9. De Chernatony, L. (2001), From Brand Vision to Brand Evaluation: Strategically Building and Sustaining Brands, Oxford, Butterworth Heineman.10.1057/palgrave.bm.2540050
  10. 10. Eldegwy, A., Elsharnouby, T. H., Kortam, W. (2018), „How sociable is your university brand?”, International Journal of Educational Management, Vol. 32 No. 5, pp. 912-930.
  11. 11. Erdem, T., Swait, J. (1998), „Brand equity as a signaling phenomenon”, Journal of Consumer Psychology, Vol. 7 No. 2, pp. 131-157.10.1207/s15327663jcp0702_02
  12. 12. Girard, T., Pinar, M. (2020), „An empirical study of the dynamic relationships between the core and supporting brand equity dimensions in higher education”, Journal of Applied Research in Higher Education, Vol. 13 No. 3, pp. 710-710.10.1108/JARHE-04-2020-0097
  13. 13. Harshani, P. C., Nayak, R., Van Nguyen, L-T. (2020), „The impact of subjective norms, eWOM and perceived brand credibility on brand equity: application to the higher education sector International”, Journal of Educational Management, Vol. 35 No. 1, pp. 63-74.
  14. 14. Kaushal, V., Ali, N. (2019), „University reputation, brand attachment and brand personality as antecedents of student loyalty: a study in higher education context”, Corporate Reputation Review, pp. 1-13.
  15. 15. Keller, K. (2003), „Brand synthesis: the multidimensionality of brand knowledge”, Journal of Consumer Research, Vol. 29 No. 4, pp. 595-600.10.1086/346254
  16. 16. Keller, K. L. (1993), „Conceptualizing, measuring, and managing customer-based brand equity”, Journal of Marketing, Vol. 57, pp. 1-22.10.1177/002224299305700101
  17. 17. Keller, K. L. (2008), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Upper Saddle River, New Jersey, Pearson Education.
  18. 18. Kent, W. E., Lian, K., Khan, M., Anene, J. (1993), „Colleges’ hospitality programs: perceived quality”, Cornell Hotel & Restaurant Administration Quarterly, Vol. 34 No. 6, pp. 90-97.10.1177/001088049303400615
  19. 19. Kurz K., Scannell J., Veeder S. (2008), „Willingness to pay: making the best case for institutional value and return on investment”, University Business, Vol. 11 No. 5, pp. 31-32.
  20. 20. Lockwood, R. C., Hadd J. (2007), „Building a brand in higher education: why business practice-particularly brand strategies – are becoming essential in today’s universities”, Gallup Management Journal Online, Vol. 12 No. July, pp. 1-6.
  21. 21. Lomer, S., Papatsiba, V., Naidoo, R. (2018), „Constructing a national HEbrand for the UK: positional competition and promised capitals”, Studies in Higher Education, Vol. 43, pp. 134-153.10.1080/03075079.2016.1157859
  22. 22. Mazzarol T., Soutar, G. N. (2008), The Global Market for Higher Education: Sustainable Competitive Strategies for the New Millennium, Cheltenham, Edward Elgar Publishing.
  23. 23. Mourad, M., Ennew, C., Kortam, W. (2011), „Brand equity in higher education”, Marketing Intelligent and Planning, Vol. 29 No. 4, pp. 403-420.10.1108/02634501111138563
  24. 24. Mourad, M., Meshreki, H., Sarofim, S. (2020), „Brand equity in higher education: comparative analysis”, Studies in Higher Education, Vol. 45 No. 1, pp. 209-231.10.1080/03075079.2019.1582012
  25. 25. Netemeyer, R. G., Krishnan, B., Pulig, C., Wang, G., Yagci, M., Dean, D., Ricks, J., Wirth, F. (2004), „Developing and validating measures of facets of customer-based brand equity”, Journal of Business Research, Vol. 57, pp. 209-224.10.1016/S0148-2963(01)00303-4
  26. 26. Palmer, A., Koenig-Lewis, N., Asaad, Y. (2016), „Brand identification in higher education: a conditional process analysis”, Journal of Business Research, Vol. 69 No. 8, pp. 3033-3040.10.1016/j.jbusres.2016.01.018
  27. 27. Pinar, M., Trapp, P., Girard, T., Boyt, T. E. (2014), „University brand equity: an empirical investigation on its dimensions”, International journal of Educational Management, Vol. 28 No. 6, pp. 616-634.
  28. 28. Retamosa, M., Millan, A., Moital, M. (2020), „Does the type of degree predict different levels of satisfaction and loyalty? A brand equity perspective”, Corporate Reputation Review, Vol. 23, pp. 57-77.10.1057/s41299-019-00073-1
  29. 29. Sharma, A. A., Rao, V. R., Popli, S. (2013), „Measuring Consumer-based Brand Equity for Indian Business Schools”, Journal of Marketing for Higher Education, Vol. 23 No. 2, pp. 175-203.10.1080/08841241.2013.866609
  30. 30. Sultan, P., Wong, H. Y. (2019), „How service quality affects university brand performance, university brand image and behavioral intention: the mediating effects of satisfaction and trust and moderating roles of gender and study mode”, Journal of Brand Management, Vol. 26, pp. 332-347.10.1057/s41262-018-0131-3
  31. 31. Temple, P. (2006), „Branding higher education: illusion or reality?”, Perspectives: Policy and Practice in Higher Education, Vol. 10 No. 1, pp. 15-19.
  32. 32. Vorhies, D. W. (1997), „Building strong brands”, Journal of the Academy of Marketing Science, Vol. 25 No. 3, pp. 260-261.
  33. 33. Vukasović, T. (2015), „Managing consumer-based brand equity in higher education”, Managing Global Transitions, Vol. 13 No. 1, pp. 75-90.
  34. 34. Vukasović, T. (2016), „An Empirical Investigation of Brand Equity: A Cross-Country Validation Analysis”, Journal of Global Marketing, Vol. 29 No. 5, pp. 251-265.10.1080/08911762.2016.1194508
  35. 35. Vukasović, T. (2020), „Knowledge as an important factor in the process of creating brand equity”, Int. J. Innovation and Learning, Vol. 28, pp. 139-158.10.1504/IJIL.2020.108968
  36. 36. Yoo, B., Donthu, N., Lee, S. (2000), „An examination of selected marketing mix elements and brand equity”, Journal of the Academy of Marketing Science, Vol. 28 No. 2, pp. 195-211.10.1177/0092070300282002
DOI: https://doi.org/10.2478/bsrj-2022-0010 | Journal eISSN: 1847-9375 | Journal ISSN: 1847-8344
Language: English
Page range: 156 - 168
Submitted on: Jun 23, 2021
Accepted on: Nov 19, 2021
Published on: Oct 15, 2022
Published by: IRENET - Society for Advancing Innovation and Research in Economy
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year

© 2022 Tina Vukasović, published by IRENET - Society for Advancing Innovation and Research in Economy
This work is licensed under the Creative Commons Attribution 4.0 License.