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Exploring the Factors that affect Education Branding and Image Creation in B-School: Using Factor Analysis

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  • Manoj Kumar Mishra
  • Priyanka Singh
  • Nidhi Sharma

Abstract

Over the last decade, business education has been a popular topic of study for those pursuing higher education. Because the IIMs/IITs and top B-schools are unable to meet this demand, private firms have been allowed to enter the market. This has resulted in severe competition among B-schools, and the education business has never been more competitive. Due to the intense competition among B-Schools (especially private institutions/universities), they have decided to trademark their education. This research is being carried out with the primary goal of determining the most influential aspects in the development of the business school as a brand from the student's perspective. A structured questionnaire was used to elicit responses from respondents about the concept of educational branding. The statistical tool of factorial analysis is used to study the factors of educational branding. The exhibits of Educational Brand image construction model by private institutions and the articulation seen by future managers are explored in this study. This also allows institutions to place a greater emphasis on elements that have a high ranking among students rather of examining all of them.

Suggested Citation

  • Manoj Kumar Mishra & Priyanka Singh & Nidhi Sharma, 2021. "Exploring the Factors that affect Education Branding and Image Creation in B-School: Using Factor Analysis," Journal of Social Sciences Advancement, Science Impact Publishers, vol. 2(4), pages 113-120.
    • Handle: RePEc:adx:jssajr:v:2:y:2021:i:4:p:113-120
    DOI: 10.52223/JSSA21-020402-23
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    References listed on IDEAS

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    1. Alina Irina POPESCU, 2012. "Branding cities as educational centres. The role of higher education institutions," Management & Marketing, Economic Publishing House, vol. 7(3), Autumn.
    2. Lowrie, Anthony, 2007. "Branding higher education: Equivalence and difference in developing identity," Journal of Business Research, Elsevier, vol. 60(9), pages 990-999, September.
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