IDEAS home Printed from https://ideas.repec.org/a/bcp/journl/v9y2025issue-46646-6654.html
   My bibliography  Save this article

Strategic Brand Resilience in Higher Education: Insights from Keller’s Customer-Based Brand Equity Model

Author

Listed:
  • Zurina Ismail

    (Arshad Ayub Graduate Business School, University Technology MARA, Malaysia.)

  • Annisa Ibrahim

    (Sony Interactive Entertainment PlayStation Studios Malaysia Sdn. Bhd.)

  • Nur Asyikin Abdul Najib

    (Think City Sdn. Bhd.)

Abstract

Customer-Based Brand Equity (CBBE) is a crucial concept in marketing that focuses on understanding and leveraging the value of a brand from the consumer’s perspective. Developed by Kevin Lane Keller, the CBBE model outlines how a brand’s strength is built and maintained through customer perceptions, associations, and experiences. The model is structured into four key dimensions: brand identity, brand meaning, brand response, and brand resonance. Each of these dimensions plays a vital role in creating a brand that is not only recognized and trusted but also deeply embedded in the consumer’s daily life. By focusing on how customers perceive the brand, the CBBE model helps organizations to strategically manage brand equity, ensuring long-term brand loyalty, competitive advantage, and financial success (Li et. al., 2020; Raza et. al., 2020; Wei, 2022; Coudounaris, 2024).

Suggested Citation

  • Zurina Ismail & Annisa Ibrahim & Nur Asyikin Abdul Najib, 2025. "Strategic Brand Resilience in Higher Education: Insights from Keller’s Customer-Based Brand Equity Model," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(4), pages 6646-6654, April.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-4:6646-6654
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijriss/Digital-Library/volume-9-issue-4/6646-6654.pdf
    Download Restriction: no
    File URL: https://rsisinternational.org/journals/ijriss/articles/strategic-brand-resilience-in-higher-education-insights-from-kellers-customer-based-brand-equity-model/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Sina Esteky & S. H. Kalati, 2024. "The educational placebo effect: branding higher education benefits student learning," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 34(1), pages 246-261, January.
    2. Tornike Khoshtaria & Davit Datuashvili & Arian Matin, 2020. "The impact of brand equity dimensions on university reputation: an empirical study of Georgian higher education," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 30(2), pages 239-255, July.
    3. Rohan Kumar Jha & Samar Sarabhai, 2024. "Understanding the potential of market and brand orientations: An empirical investigation of the mediating role of brand equity on business performance," International Journal of Management and Sustainability, Conscientia Beam, vol. 13(1), pages 136-150.
    4. Dafnis N. Coudounaris & Peter Björk & Tõnis Mets & Rustam Asadli & Andreea I. Bujac, 2024. "Customer-Based Brand Equity Drivers: A Leading Brand of Beer in Estonia," Administrative Sciences, MDPI, vol. 14(4), pages 1-40, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Nyamsuren Purevsuren & Erdenekhuu Norinpel & Purevtsogt Nugjgar & Gerelt-Od Dolgor & Togtokhbuyan Lkhagvasuren & Heemin Park & Altanzul Altangerel & Chantsaldulam Ravdansuren, 2025. "An Analysis of Factors Affecting University Reputation: A Case Study of Mongolian Universities," Sustainability, MDPI, vol. 17(14), pages 1-20, July.
    2. Hulya Bakirtas & Vildan Gulpinar Demirci, 2022. "A structural evaluation of university identification," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(3), pages 507-531, September.
    3. Anh Ngoc Nguyen & Duc Hong Vo, 2024. "Building a brand name for universities: A case study of Ho Chi Minh City Open University," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, vol. 14(4), pages 41-54.
    4. Irshad Hussain Sarki & Sarwar Mehmood Azhar & Niaz Ahmed Bhutto, 2021. "Students And Their Universities: Role Of Perceived Market Orientation On University Reputation," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 10(3), pages 277-285.

    More about this item

    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:bcp:journl:v:9:y:2025:issue-4:6646-6654. 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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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: Dr. Pawan Verma (email available below). General contact details of provider: https://rsisinternational.org/journals/ijriss/ .

    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.