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Applying Model of Brand Equity in Higher Education Marketing Context

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  • Vukasović Tina

    (International School for Social and Business Studies Celje, Slovenia)

Abstract

Background: The idea of brands is currently swiftly transferring from the market for goods to the market for services, giving rise to the service brand. Globalisation, the accelerated and increased development of service activities, and more rivalry in the provider’s market have all contributed to this.

Suggested Citation

  • Vukasović Tina, 2022. "Applying Model of Brand Equity in Higher Education Marketing Context," Business Systems Research, Sciendo, vol. 13(1), pages 156-168, June.
    • Handle: RePEc:bit:bsrysr:v:13:y:2022:i:1:p:156-168:n:2
    DOI: 10.2478/bsrj-2022-0010
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    References listed on IDEAS

    as
    1. Tina Vukasović, 2020. "Knowledge as an important factor in the process of creating brand equity," International Journal of Innovation and Learning, Inderscience Enterprises Ltd, vol. 28(2), pages 139-158.
    2. Marta Retamosa & Ángel Millán & Miguel Moital, 2020. "Does the Type of Degree Predict Different Levels of Satisfaction and Loyalty? A Brand Equity Perspective," Corporate Reputation Review, Palgrave Macmillan, vol. 23(2), pages 57-77, May.
    3. Parves Sultan & Ho Yin Wong, 2019. "How service quality affects university brand performance, university brand image and behavioural intention: the mediating effects of satisfaction and trust and moderating roles of gender and study mod," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 332-347, May.
    4. Netemeyer, Richard G. & Krishnan, Balaji & Pullig, Chris & Wang, Guangping & Yagci, Mehmet & Dean, Dwane & Ricks, Joe & Wirth, Ferdinand, 2004. "Developing and validating measures of facets of customer-based brand equity," Journal of Business Research, Elsevier, vol. 57(2), pages 209-224, February.
    5. Palmer, Adrian & Koenig-Lewis, Nicole & Asaad, Yousra, 2016. "Brand identification in higher education: A conditional process analysis," Journal of Business Research, Elsevier, vol. 69(8), pages 3033-3040.
    6. Keller, Kevin Lane, 2003. "Brand Synthesis: The Multidimensionality of Brand Knowledge," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(4), pages 595-600, March.
    7. Ashita Aggarwal Sharma & Vithala R. Rao & Sapna Popli, 2013. "Measuring consumer-based brand equity for Indian business schools," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 23(2), pages 175-203, July.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Brand perception; Brand equity; Higher education; Services marketing; Slovenia;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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