Student Experiences with the University and its Overall Brand Equity

University brand equity is believed to play a crucial role in influencing the students' selection process of a university. The main objective of this research is to enhance the understanding of brand equity in the university sector and explore implications for management practice. The research paper begins with a comprehensive review of the literature surrounding the issue of customer-based brand equity in service industries, particularly in the university context. The knowledge gaps identified in the literature, followed by the research questions, form the conceptual model and relevant hypotheses to examine the relationship between student experience with the university and university brand equity, through three dimensions of brand meaning- perceived value, brand personality and organisational associations. Quantitative data were collected via a self-completion survey.

Autorentext

Chloe graduated from The University of Melbourne in 2011 with an Honours degree in Commerce (Marketing and Management). She has worked in the Not For Profit, Tourism and Retail industries specialising in Product Management, Marketing Campaigns and Branding. Chloe has a passion for travelling and has traveled to USA, Europe, Asia, Africa and Oceania