A comparison between higher education brand equity (Case study: faculty of engineering in public universities of Yazd province)

Abstract

The rapid growth of higher education and universities in today’s competitive markets, have led to the special importance of a university brand for its stakeholders. In this research, different dimensions of brand equity have been investigated for the Faculty of Engineering between the three public universities of Yazd province. A questionnaire has been developed using previous researches and current paper conceptual framework. The validity and reliability of questionnaires have been confirmed by experts’ opinions and Cronbach’s alpha test. Using SPSS software, firstly the normality of data was checked and confirmed. Then, the factors of brand equity model in the conceptual model, have been tested, compared and ranked using ANOVA test. The results show the brand equity rank of Yazd province public universities as (1) Yazd University,(2) Ardakan University and (3) Meibod University. This research can lead the university managers to a better understanding of their brand equity from the students’ point of view. Therefore, a better plans can be made to promote the university brand. Business and marketing managers can also use the model and method used at this paper in order to determine their brand equity from the customers and other stakeholders’ point of view and improve that .