Brand equity in higher education

Maha Mourad (Business School, The American University in Cairo, Cairo, Egypt)
Christine Ennew (University of Nottingham, Nottingham, UK)
Wael Kortam (Faculty of Business Administration, Cairo University, Cairo, Egypt)

Marketing Intelligence & Planning

ISSN: 0263-4503

Publication date: 21 June 2011

Abstract

Purpose

The potential to provide customers with information about experience and credence qualities in advance of purchase has resulted in widespread recognition of the significance of brands in relation to consumer choice in the service sector. Arguably, what is of particular significance in this process is brand equity – the value that the consumer ascribes to the brand. The main objective of this research is to enhance academic understanding of brand equity in the higher education (HE) sector and explore the implications for management practice.

Design/methodology/approach

Quantitative data collected via a self‐completion survey are used to test a model of brand equity in the context of HE. The empirical setting is Egypt which, following liberalization, has a mixture of public and private provision and an increasingly competitive environment. It provides an example of an emerging market where building brand equity is likely to be an important component of organizational strategy.

Findings

The results provide partial support for the proposed conceptual model, with image‐related determinants of brand equity being far more significant than awareness‐related determinants.

Practical implications

For those involved in marketing service brands, the asymmetric impact of various determinants of brand equity provides guidance on how and where to focus marketing efforts.

Originality/value

The distinctive contribution of this research arises from the examination of brand equity in the context of an emerging service sector market with a mix of public and private provision.

Keywords

Citation

Mourad, M., Ennew, C. and Kortam, W. (2011), "Brand equity in higher education", Marketing Intelligence & Planning, Vol. 29 No. 4, pp. 403-420. https://doi.org/10.1108/02634501111138563

Download as .RIS

Publisher

:

Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.