The impact of educational performance, integrated marketing and brand management on educational brand equity

Abstract

Branding in universities has become a popular topic among practitioners, with institutions committing substantial financial resources to branding activities. Brand equity is regarded as a very important concept in business practices as well as in academic researches because marketers can gain competitive edge from it. The purpose of this study is to analyze relationships between educational integrated marketing and educational brand equity, and moderating effects of educational performance on educational brand management and educational brand equity. The study focuses on private higher education institutions in Taiwan. The research questions were addressed. In order to answer these interrelated questions, a structural equation modeling approach is applied. In this study, we want to extend these previous efforts by drawing in the educational brand equity construct. We present the preferred theoretical structural model of the study and the hypothesized relationships. The data source is a survey among students at the bachelor level of private higher education institutions in Taiwan. In order to test the hypotheses connected to the theoretical model presented, the two-step confirmative modeling strategy were advocated. In both steps, the analysis is based on a covariance structure approach by applying STATISTICA 10.0 and LISREL 8.80.