Using customer-based brand equity model in the higher education context: simulating the current university’s brand
Abstract
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.
Keyword : university’s brand, brand equity, CBBE model
How to Cite
Stukalina, Y., & Pavlyuk, D. (2021). Using customer-based brand equity model in the higher education context: simulating the current university’s brand. Business, Management and Economics Engineering, 19(2), 272-288. https://doi.org/10.3846/bmee.2021.14692
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Chapleo, C. (2015). Brands in higher education: Challenges and potential strategies. International Studies of Management and Organization, 45(2), 150–163. https://doi.org/10.1080/00208825.2015.1006014
Chapleo, C., & Clark, P. (2016). Branding a tertiary institution by committee: An exploration of internal brand analysis and management processes. Journal of Brand Management, 23(6), 631–647. https://doi.org/10.1057/s41262-016-0009-1
Chapleo, C. & O’Sullivan, H. (2017). Contemporary thought in higher education marketing. Journal of Marketing for Higher Education, 27, 159–161. https://doi.org/10.1080/08841241.2017.1406255
Clark, P., Chapleo, C., & Suomi, K. (2020). Branding higher education: An exploration of the role of internal branding on middle management in a university rebrand. Tertiary Education Management, 26, 131–149. https://doi.org/10.1007/s11233-019-09054-9
Dean, D., Arroy-Gamez, R. E., Punjaisri, K., & Pich, C. (2016). Internal brand co-creation: The experiential brand meaning cycle in higher education. Journal of Business Research, 69(8), 3041–3048. https://doi.org/10.1016/j.jbusres.2016.01.019
Elken, M. (2019). Marketing in higher education. In P.Teixeira, J. Shin (Eds.), Encyclopedia of international higher education systems and institutions. Springer. https://doi.org/10.1007/978-94-017-9553-1_569-1
Filip, A. (2012). Marketing theory applicability in higher education. Procedia – Social and Behavioral Sciences, 469, 912–916. https://doi.org/10.1016/j.sbspro.2012.05.223
Furrer, O. (2006). Marketing Strategies. In Marketing management: International perspectives (1st ed., Chapter 7, pp. 81–98). Vijay Nicole Publishing.
Gallup, & Perdue University. (2015). Great jobs, great Lives. The relationship between student debt, experiences and perceptions of college worth (Gallup-Purdue Index Report). https://www.gallup.com/services/185924/gallup-purdue-index-2015-report.aspx?_ga=2.232845662.1737475294.1564930680523970631.1564930680
Gallup, & University of Virginia. (2016). Great college experiences. Gallup-Purdue Index Report. https://news.virginia.edu/sites/default/files/gallup_uva_2015_report_final.pdf
Hall, H., & Witek, L. (2015). Conditions, contemporary importance and prospects of higher education marketing on the example of Polish universities. Procedia Economics and Finance, 39, 206–211. https://doi.org/10.1016/S2212-5671(16)30314-8
Hemsley-Brown, J., & Oplatka, I. (2006). Universities in a competitive global marketplace. International Journal of Public Sector Management, 19(4), 316–338. https://doi.org/10.1108/09513550610669176
Hemsley-Brown, J. V., & Goonawardana, S. (2007). Brand harmonisation in the international higher education market. Journal of Business Research, 60, 942–948. https://doi.org/10.1016/j.jbusres.2007.01.019
Hemsley-Brown, J. V., Melewar, T. C., & Nguyen, B. (2016). Exploring brand identity, meaning, image, and reputation (BIMIR) in higher education: A special section. Journal of Business Research, 69(8), 3019–3022. https://doi.org/10.1016/j.jbusres.2016.01.016
Judson, K., Aurand, T. W., Gorcels, L., & Gordon, G. L. (2009). Building a university brand from within: University administrators’ perspectives of internal branding. Services Marketing Quarterly, 30(1), 54–68. https://doi.org/10.1080/15332960802467722
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22. https://doi.org/10.1177/002224299305700101
Keller, K. L. (2001). Building customer-based brand equity: A blueprint for creating strong brands. Marketing Science Institute, Cambridge, MA, USA. https://pdfs.semanticscholar.org/2f1d/660f9f3f98ec6f28c893255b6f68e2ad7ce9.pdf?_ga=2.143457845.1292935536.1573921090-1367033674.1573921090
Keller, K. L. (2003). Building, measuring, and managing brand equity (2nd ed.). Prentice Hall.
Keller, K. L. (2007). Advertising and brand equity. In G. J. Tellis, & T. Ambler (Eds.), Handbook of advertising (pp. 54–70). Sage Publications. https://doi.org/10.4135/9781848607897.n4
Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2–3), 139–155. https://doi.org/10.1080/13527260902757530
Keller, K. L. (2013). Strategic brand management: Building, measuring, and managing brand equity. (Global/4th ed.). Pearson Education Limited.
Kennedy, S. H. (1977). Nurturing corporate image. European Journal of Marketing, 11(3), 119–164. https://doi.org/10.1108/EUM0000000005007
Kotler, P., & Fox, K. (1995). Strategic marketing for educational institutions (2nd ed.). Prentice-Hall.
Kotler, P., T., & Keller, K. L. (2012). Marketing management (14th ed.). Pearson.
Kotler, P., T., & Keller, K. L. (2016). Framework for marketing management (6th ed.). Pearson.
League of European Research Universities. (2006). Universities and innovation: the challenge for Europe. Leuven, Belgium. https://www.leru.org/files/Universities-and-Innovation-the-Challenge-for-Europe-Full-paper.pdf
Liu, M., T., Wong I., A., Tseng, T.-H, Chang, A. W.-Y., & Phau, I. (2017). Applying consumer-based brand equity in luxury hotel branding. Journal of Business Research, 81, 192–202. https://doi.org/10.1016/j.jbusres.2017.06.014
Kuhn, K. L., Alpert, F., & Pope, N. K. L. (2008). An application of Keller’s brand equity model in a B2B context. Qualitative Market Research, 11(1), 40–58. https://doi.org/10.1108/13522750810845540
Kaushal, V., & Ali, N. (2020). University reputation, brand attachment and brand personality as antecedents of student loyalty: A study in higher education context. Corporate Reputation Review, 23(4), 254–266. https://doi.org/10.1057/s41299-019-00084-y
Mampaey, J., Schtemberg, V., Schijns, J., Huisman, J., & Wæraas, A. (2020). Internal branding in higher education: Dialectical tensions underlying the discursive legitimation of a new brand of student diversity. Higher Education Research & Development, 39(2), 230–243. https://doi.org/10.1080/07294360.2019.1674252
Maue, D., & Hayes, T. (2015). The state of higher Ed branding: A survey of marketing leaders (White Paper). http://clients.mstoner.com/white_paper/higheredbranding.pdf
Mihajlovic, I., Ljubenović, M., & Čolić Milosavljević, T. (2016). Entrepreneurial university as contemporary paradigm of 21st century. In Proceedings – 11th International Conference on Mangement, Enterprise and Benchmarking (MEB 2016) (pp. 215–226). Óbuda University, Keleti Faculty of Business and Management. https://ideas.repec.org/h/pkk/meb016/215-226.html
Mindrut, S., Manolica, A., & Roman, T. (2015). Building brands identity. Procedia Economics and Finance, 20, 393–403. https://doi.org/10.1016/S2212-5671(15)00088-X
Mourad, M., Meshreki, H., & Sarofim, S. (2020). Brand equity in higher education: Comparative analysis. Studies in Higher Education, 3, 1–23. https://doi.org/10.1080/03075079.2019.1582012
Mourad, M., Ennew, C., & Wael, K. (2011). Brand equity in higher education. Marketing Intelligence & Planning, 29(4), 403–420. https://doi.org/10.1108/02634501111138563
Naudé, P., & Ivy, J. (1999). The marketing strategies of universities in the United Kingdom. International Journal of Educational Management, 13, 126–136. https://doi.org/10.1108/09513549910269485
Nicolescu, L. (2009). Applying marketing to higher education: Scope and limits. Management & Marketing, 4(2), 35–44.
Organisation for Economic Cooperation and Development. (2008a). Tertiary education for the Knowledge Society: Vol. 1. Special features: Governance, funding, quality. OECD Paris. http://www.oecd.org/education/skills-beyond-school/41266690.pdf
Organisation for Economic Cooperation and Development. (2008b). Tertiary education for the Knowledge Society: Vol. 2. Special features: Equity, innovation, labour market, internationalisation. OECD Paris. https://www.oecd.org/education/skills-beyond-school/41266759.pdf
Organisation for Economic Cooperation and Development. (2009). Executive summary. In Higher education to 2030: Volume 2. Globalisation (pp. 13–16). OECD Paris. https://doi.org/10.1787/9789264075375-2-en
Organisation for Economic Cooperation and Development. (2010). Innovative workplaces: Making better use of skills within organisations. OECD Publishing. http://www.oecd.org/sti/inno/46458265.pdf
Organisation for Economic Cooperation and Development. (2013). Sparking innovation in STEM education with technology and collaboration. OECD Publishing. http://www.oecd.org/education/ceri/OECD_EDU-WKP(2013)_%20Sparking%20Innovation%20in%20STEM%20education.pdf
Organisation for Economic Cooperation and Development. (2015). Education at a glance 2015: OECD indicators. OECD Publishing. https://www.oecd-ilibrary.org/docserver/eag-2015-en.pdf?expires=1550338112&id=id&accname=guest&checksum=B3AA46DCBEEA954352AA3910D49973D6
Organisation for Economic Cooperation and Development. (2017). Benchmarking higher education system performance: Conceptual framework and data, enhancing higher education system performance. OECD Paris. https://www.oecd.org/education/skills-beyond-school/Benchmarking%20Report.pdf
Organisation for Economic Cooperation and Development. (2018). Education at a glance 2018: OECD indicators. OECD Paris. https://read.oecd-ilibrary.org/education/education-at-a-glance-2018_eag2018-en#page3
Pinar, M., Girard, T., & Basfirinci, C. (2020). Examining the relationship between brand equity dimensions and university brand equity: An empirical study in Turkey. International Journal of Educational Management, 34(7), 1119–1141. https://doi.org/10.1108/IJEM-08-2019-0313
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