USING CUSTOMER-BASED BRAND EQUITY MODEL IN THE HIGHER EDUCATION CONTEXT: SIMULATING THE CURRENT UNIVERSITY’S BRAND

Yulia Stukalina,Dmitry Pavlyuk

doi:10.3846/bmee.2021.14692

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.

Highlights

Contemporary higher education institutions are under the impact of several forces associated with the globalization process (Organisation for Economic Cooperation and Development [OECD], 2009), as they contribute a lot to social development and economic growth through producing innovations, creating human capital, generating and sharing knowledge, ensuring social cohesion, etc. (OECD, 2008a, 2008b, 2015, 2017, 2018)
Strategic brand management is critical for assisting a higher education institution to outline its place in the global market; strategic brand positioning has become a necessity for accomplishing competitive advantage of an academia, in the context of generating encouraging brand attitudes (Stukalina, 2019a)
The Customer-Based Brand Equity model was applied as a scalable framework to demonstrate how different factors related to brand equity were perceived by university students

Summary

Introduction

Contemporary higher education institutions are under the impact of several forces associated with the globalization process (Organisation for Economic Cooperation and Development [OECD], 2009), as they contribute a lot to social development and economic growth through producing innovations, creating human capital, generating and sharing knowledge, ensuring social cohesion, etc. (OECD, 2008a, 2008b, 2015, 2017, 2018). Due to substantial changes occurring in the modern turbulent environment, universities are more focused on the needs and anticipations of their stakeholders, and students in particular, as students are regarded as basic consumers of educational services provided by an academia (Roskosa & Stukalina, 2018, 2020) It has resulted in increased marketing orientation of higher education institutions with more emphasis on building a strong institutional brand (Chapleo, 2009; Filip, 2012; Chapleo, 2015; Chapleo & Clark, 2016; Dean et al, 2016; Hemsley-Brown et al, 2016; Stukalina, 2019a; Clark et al, 2020). Strategic brand management is critical for assisting a higher education institution to outline its place (position) in the global market; strategic brand positioning has become a necessity for accomplishing competitive advantage of an academia, in the context of generating encouraging brand attitudes (Stukalina, 2019a)

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Conclusion