Brand equity of academics: demystifying the process. Issue 1 (2nd January 2019)

• Record Type: Journal Article
• Authors: Shafaei, Azadeh; Nejati, Mehran; Maadad, Nina
• Is Part Of: Journal of marketing for higher education. Volume 29:Issue 1(2019)
• Page Start: 121
• Page End: 133
• Publication Date: 2019-01-02
• Subjects: Competence -- trust -- likability -- commitment -- academics' customer-based brand equity; Education, Higher -- Marketing -- Periodicals; College publicity -- Periodicals; College students -- Recruiting -- Periodicals; 378.106
• DOI: 10.1080/08841241.2019.1605438
• Languages: English
• ISSNs: 0884-1241

Abstract

ABSTRACT: The current study endeavours to find out whether there is a relationship between university academics' competence and their customer-based brand equity from the perspective of students. It also seeks to investigate the mechanism of the proposed relationship through trust, likability, and commitment. Data were collected from 384 postgraduate students in Malaysian universities using a structured questionnaire. Results of analysis using Partial Least Squares Structural Equation Modelling (PLS-SEM) revealed there is a significant relationship (total effect) between academics' competence and customer-based brand equity. We found that the path from competence to brand equity goes through trust, likability, and commitment. Given the growing popularity of higher education in the new millennium and important role of academics in leading students to success, findings of the present study can enhance our understanding of academics' branding and universities' overall image. The implications and contributions of the study to university administrators and academics are discussed.