Abstract
Purpose: Since the higher education environment has become highly competitive, the application of marketing principles to the education environment becomes increasingly evident. In order to attract new students and continue business, the institutional brand also gains on importance. Considering the scant literature on the influence of the perceptions of service quality dimensions on brand equity in general and higher education in particular, this exploratory study seeks to determine whether the SERVPERF dimensions of service quality make significant influencers of the overall brand equity of select (South African) universities, and whether the overall service quality significantly influences the overall brand equity.
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
