The Impact of Brand Equity Dimensions on University Reputation: An Empirical Study of Georgian Higher Education

Autor/inn/en	Khoshtaria, Tornike; Datuashvili, Davit; Matin, Arian
Titel	The Impact of Brand Equity Dimensions on University Reputation: An Empirical Study of Georgian Higher Education
Quelle	In: Journal of Marketing for Higher Education, 30 (2020) 2, S.239-255 (17 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Zusatzinformation	ORCID (Matin, Arian)
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0884-1241
DOI	10.1080/08841241.2020.1725955
Schlagwörter	Marketing; Reputation; Institutional Characteristics; Universities; Measurement Techniques; Institutional Evaluation; Foreign Countries; Competition; Educational Quality; Student Recruitment; College Choice; Georgia Republic + Suchen Sie Ihr Suchwort? University; Universität; Messtechnik; Ausland; Wettkampf; Quality of education; Bildungsqualität; Studienortwahl
Abstract	The purpose of this study is to examine the impact of brand equity dimensions on overall university reputation in Georgian higher education. Fierce competition in the Georgian education market forces universities to address marketing in order to win over customers' minds. However, their attempts fail because universities do not thoroughly grasp the uniqueness of the service they provide. This study aims to help universities understand what constitutes consumer-based brand equity. Also, it is dedicated to find out whether brand equity dimensions (elements) have an impact on university reputation (overall university brand equity). This study undertook an exploratory approach, employing qualitative as well as quantitative research strategies. Primarily we looked at the measurement scales developed by Pinar, M., Trapp, P., Girard, T., & Boyt, T. (2013). University brand equity: An empirical investigation of its dimensions. "International Journal of Educational Management," 28(6), 616-634. The results of this study suggested that university brand equity dimensions fall into two types, core and supportive. This research also identified the combination of elements important to university branding. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01