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Enhancing Brand Loyalty in Tanzanian Public Higher Education Institutions

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  • 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
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    References listed on IDEAS

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    1. Hardcastle, Kimberley & Edirisingha, Prabash & Cook, Paul & Sutherland, Matthew, 2025. "The co-existence of brand value co-creation and co-destruction across the customer journey in a complex higher education brand," Journal of Business Research, Elsevier, vol. 186(C).
    2. Bajaña-Villagomez Yanina Shegia & Camacho Villagómez Freddy Ronalde, 2024. "Determinants of Brand Equity in Ecuadorian Private Universities," International Review of Management and Marketing, Econjournals, vol. 14(5), pages 67-73, September.
    3. Shangfeng Jiang & Fujun Xiao, 2024. "How Teachers Contribute to the Sustainability of the University Brand: Evidence from China," Sustainability, MDPI, vol. 16(9), pages 1-16, April.
    4. Mladen Pancić & Hrvoje Serdarušić & Dražen Ćućić, 2023. "Green Marketing and Repurchase Intention: Stewardship of Green Advertisement, Brand Awareness, Brand Equity, Green Innovativeness, and Brand Innovativeness," Sustainability, MDPI, vol. 15(16), pages 1-22, August.
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