IDEAS home Printed from https://ideas.repec.org/a/bco/mbraaa/v12y2025p21-38.html
   My bibliography  Save this article

Enhancing Brand Loyalty in Tanzanian Public Higher Education Institutions

Author

Listed:
  • Hellena Mohamedy Mushi

    (Mzumbe University Mbeya Campus College Tanzania)

Abstract

In the competitive environment of Tanzanian public higher education, maintaining a competitive edge requires an innovative approach to institutional branding. This article focuses on understanding the elements that influence brand loyalty among local students, particularly university image, perceived teaching quality, self-efficacy, and intention. Grounded in the Theory of Planned Behavior, the research employed proportionate random sampling to select participants and distributed 1,000 questionnaires across five public universities in Tanzania, receiving 400 valid responses for analysis using Structural Equation Modeling. The results indicated significant direct effects of university image, perceived teaching quality, and intention on brand loyalty, while self-efficacy exhibited no statistically significant impact. The findings underscored the critical role of perceived teaching quality and university image in shaping student loyalty toward a university's brand. Additionally, the study highlights the importance of intention as a mediating factor in influencing brand loyalty. These insights contribute to enhancing institutional branding strategies in Tanzanian public higher education. The study also offers practical recommendations and identifies areas for future research to strengthen branding and foster loyalty among students.

Suggested Citation

  • Hellena Mohamedy Mushi, 2025. "Enhancing Brand Loyalty in Tanzanian Public Higher Education Institutions," Marketing and Branding Research, EUROKD, vol. 12(1), pages 21-38.
  • Handle: RePEc:bco:mbraaa::v:12:y:2025:p:21-38
    DOI: 10.32038/mbr.2025.12.01.02
    as

    Download full text from publisher

    File URL: https://api.eurokd.com/Uploads/Article/1556/mbr.2025.12.01.02.pdf
    Download Restriction: no

    File URL: https://libkey.io/10.32038/mbr.2025.12.01.02?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bco:mbraaa::v:12:y:2025:p:21-38. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sara Gunen (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.