Abstract
A limited number of persons can afford the fees of private universities; hence, enrolment determines survival. The choice of those who can afford the fees depends on the institution's corporate reputation. In a service-providing organization, the development and sustenance of a strong brand is seen as the principal function of the Marketing and Corporate Affairs Unit.
Highlights
Universities can survive a competitive environment by creating dissimilar brand images from adopted strategies that could create competitive advantages
The tested H1 and H2 showed the effect of information generation (IG) and knowledge dissemination (KD) on perceived financial performance
The finding showed that KD had a significant effect on financial performance (FP) at (β = 0.647, R2 = 0.418, t-statistics =10.362 >1.96, P-value = 0.000 < 0.01)
Summary
Universities can survive a competitive environment by creating dissimilar brand images from adopted strategies that could create competitive advantages. The building of corporate reputation is seen as the function of the Marketing and Public Relations department of organizations (Chun, Argandoña, Choirat & Siegel (2019). Guided by the concept of internal brand management, the challenge of private universities’ competitiveness and corporate reputation might be addressed by Employee-based brand equity (EBBE). Employees’ perception of an organization’s reputation determines their motivation at work and attitude. These inadvertently affect the employees’ communication with the external stakeholders (Amegbe, 2016; Esenyel, 2020). The EBBE is suggested as a possible solution because it focuses on internal brand management using employees’ of universities as asset /resources that can bring about a competitive edge and positive corporate reputation in the eyes of the external stakeholders
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