Using customer-based brand equity model in the higher education context: simulating the current university’s brand

Purpose – the purpose of the article is to simulate the current version of a university’s brand using the Customer-Based Brand Equity (CBBE) model. Research methodology – the methodology of the paper includes analysis of theoretical sources and prior research on branding in higher education. For...

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Autores principales:	Yulia Stukalina, Dmitry Pavlyuk
Formato:	article
Lenguaje:	EN
Publicado:	Vilnius Gediminas Technical University 2021
Materias:	university’s brand brand equity cbbe model Economics as a science HB71-74 Business HF5001-6182
Acceso en línea:	https://doaj.org/article/e7da296e39574af49dc45423ec2ed658
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spelling	oai:doaj.org-article:e7da296e39574af49dc45423ec2ed6582021-11-23T13:16:44ZUsing customer-based brand equity model in the higher education context: simulating the current university’s brand2669-24812669-249X10.3846/bmee.2021.14692https://doaj.org/article/e7da296e39574af49dc45423ec2ed6582021-10-01T00:00:00Zhttps://journals.vgtu.lt/index.php/BME/article/view/14692https://doaj.org/toc/2669-2481https://doaj.org/toc/2669-249XPurpose – the purpose of the article is to simulate the current version of a university’s brand using the Customer-Based Brand Equity (CBBE) model. Research methodology – the methodology of the paper includes analysis of theoretical sources and prior research on branding in higher education. For collecting primary data, a questionnaire based on the multi-dimensional CBBE model was used; a survey was conducted in Transport and Telecommunication Institute (Latvia). Structural equation modelling was then applied for confirmatory factor analysis of relationships between brand equity-related factors. Findings – Statistical analysis of the conducted survey’s data disclosed the importance of different brand dimensions within the CBBE model: Performance, Imagery, Judgments, Feelings, and Resonance. There is a notable difference between the perception of brand equity and associated factors by local and foreign students; it was discovered that local students have more concerns about the Imagery of the university brand, while foreign students are more focused on the Resonance factor. Research limitations – the research was conducted within one higher education institution. Further study with a broader research base that confirms the applicability of the Keller’s model in different settings would be beneficial. Practical implications – as brand equity affects the choice of a marketing strategy adopted by a university, the information obtained through simulation of the current version of the corresponding brand is vital for developing and updating an efficient strategy aimed at accomplishing a competitive advantage in both local and international settings. Originality/Value – the current brand’s version has been successfully stimulated in higher education settings, applying the CBBE model as a scalable framework – to demonstrate how different factors related to brand equity are perceived by the university’s students.Yulia StukalinaDmitry PavlyukVilnius Gediminas Technical Universityarticleuniversity’s brandbrand equitycbbe modelEconomics as a scienceHB71-74BusinessHF5001-6182ENBusiness, Management and Economics Engineering, Vol 19, Iss 2, Pp 272-288 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	university’s brand brand equity cbbe model Economics as a science HB71-74 Business HF5001-6182
spellingShingle	university’s brand brand equity cbbe model Economics as a science HB71-74 Business HF5001-6182 Yulia Stukalina Dmitry Pavlyuk Using customer-based brand equity model in the higher education context: simulating the current university’s brand
description	Purpose – the purpose of the article is to simulate the current version of a university’s brand using the Customer-Based Brand Equity (CBBE) model. Research methodology – the methodology of the paper includes analysis of theoretical sources and prior research on branding in higher education. For collecting primary data, a questionnaire based on the multi-dimensional CBBE model was used; a survey was conducted in Transport and Telecommunication Institute (Latvia). Structural equation modelling was then applied for confirmatory factor analysis of relationships between brand equity-related factors. Findings – Statistical analysis of the conducted survey’s data disclosed the importance of different brand dimensions within the CBBE model: Performance, Imagery, Judgments, Feelings, and Resonance. There is a notable difference between the perception of brand equity and associated factors by local and foreign students; it was discovered that local students have more concerns about the Imagery of the university brand, while foreign students are more focused on the Resonance factor. Research limitations – the research was conducted within one higher education institution. Further study with a broader research base that confirms the applicability of the Keller’s model in different settings would be beneficial. Practical implications – as brand equity affects the choice of a marketing strategy adopted by a university, the information obtained through simulation of the current version of the corresponding brand is vital for developing and updating an efficient strategy aimed at accomplishing a competitive advantage in both local and international settings. Originality/Value – the current brand’s version has been successfully stimulated in higher education settings, applying the CBBE model as a scalable framework – to demonstrate how different factors related to brand equity are perceived by the university’s students.
format	article
author	Yulia Stukalina Dmitry Pavlyuk
author_facet	Yulia Stukalina Dmitry Pavlyuk
author_sort	Yulia Stukalina
title	Using customer-based brand equity model in the higher education context: simulating the current university’s brand
title_short	Using customer-based brand equity model in the higher education context: simulating the current university’s brand
title_full	Using customer-based brand equity model in the higher education context: simulating the current university’s brand
title_fullStr	Using customer-based brand equity model in the higher education context: simulating the current university’s brand
title_full_unstemmed	Using customer-based brand equity model in the higher education context: simulating the current university’s brand
title_sort	using customer-based brand equity model in the higher education context: simulating the current university’s brand
publisher	Vilnius Gediminas Technical University
publishDate	2021
url	https://doaj.org/article/e7da296e39574af49dc45423ec2ed658
work_keys_str_mv	AT yuliastukalina usingcustomerbasedbrandequitymodelinthehighereducationcontextsimulatingthecurrentuniversitysbrand AT dmitrypavlyuk usingcustomerbasedbrandequitymodelinthehighereducationcontextsimulatingthecurrentuniversitysbrand
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Using customer-based brand equity model in the higher education context: simulating the current university’s brand

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