Syed Ali Abbas,
Turiba University (Latvia)|University of Engineering & Technology Lahore (Pakistan)
There was a time when branding was limited to FMCG and mass manufacturers, but recent times have seen the importance of marketing and brand management of novel sectors like education. Considering this scenario, the main aim of the paper is to investigate the impact of brand awareness and service quality of HEIs (Higher Education Institutions); on their credibility, trust and the loyalty in the long run, which can be achieved through brand promotion and provision of valued services. The purpose further extends in making a comparison of the effect of both brand awareness (BA) and service quality (SQ) on HEIs’ Loyalty. Methodological tools of the research methods are comprised ofQuantitative data relying on a validated questionnaire with a sample size of 139. As the object of the research was higher education institutions (HEIs), two Government and two Private universities from Lahore (Pakistan) region were selected, which are involved in the aggressive brand promotion and known for the provision of esteemed service quality. The paper presenting the results of empirical analysis depicts that brand awareness and service quality have a significant impact on brand loyalty of educational institutes; thus, making it compulsory to stress on continuous brand management. However, in comparing both independent variables, it’s the service quality that contributes more towards brand loyalty in the long run, yet both aspects work side by side and need to be focused. The results of the research can be equally useful for stakeholders encompassing higher education institutions as service providers, students/guardians as consumers or customers, accredited bodies and professional consultancy/marketing firms for informed decision making in their respective domains.As for research limitation, the data was collected from Lahore region which is known as an educational hub, so the results might show variations in less populated regions. Also, the nature of educational institutes I.e. state or private might account for different standpoints to some extent.
Keywords: branding, brand loyalty, brand management, higher education institutions, marketing, service quality.
JEL Classification: M36, M37.
Cite as: Abbas, S. A. (2019). Brand loyalty of Higher Education Institutions. Marketing and Management of Innovations, 1, 46-56. https://doi.org/10.21272/mmi.2019.1-04
This work is licensed under a Creative Commons Attribution 4.0 International License
- Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27-42.
- Aaker, David A. (1996), «Measuring Brand Equity Across Products and Markets», California Management Review, 38 (Spring), 102-20.
- Aghaz, A., Hashemi, A., & Sharifi Atashgah, M. S. (2015). Factors contributing to university image: the postgraduate students’ points of view. Journal of Marketing for Higher Education, 25(1), 104-126.
- Algesheimer, Rene, Dholakia, Uptal M., Herrmann, Andreas (2005), «The Social Influence of Brand Community; Evidence from European Car Clubs», Journal of Marketing, Vol.69, p.19-34.
- Amzat, I. H. (2016). Branding Higher Education Institutions: What It Takes to be Branded. Fast forwarding Higher Education Institutions for Global Challenges (pp. 147-162).
- Brady K. Michael & Jr. J. Joseph Cronin, (2001), «Some New Thoughts on Conceptualizing Perceived Service Quality: A Hierarchical Approach», Journal of Marketing Vol.65 (July 2001), p. 34-39.
- Chen, C.-F., & Chen, C.-T. (2014). The effect of higher education brand images on Satisfaction and lifetime value from students’ viewpoint. Anthropologist, 17(1), 137-145.
- Dean, D., Arroyo-Gamez, R. E., Punjaisri, K., & Pich, C. (2016). Internal brand co-creation: The experiential brand meaning cycle in higher education. Journal of Business Research, 69(8), 3041-3048.
- Dick, Alan S. and Kunal Basu (1994), «Customer Loyalty: Toward an Integrated Conceptual Framework», Journal of the Academy of Marketing Science, 22 (Spring), 99-113.
- Einwiller, S. (2001), «The significance of reputation and brand for creating trust in the different stages of a relationship between an online vendor and its customers», Proceedings of Eighth Research Symposium on Emerging Electronic Markets, Maastricht, The Netherlands.
- Fullerton Gordon, (2005), «The Impact of Brand Commitment On Loyalty to Retail Service Brands», Canadian Journal of Administratiand Sciences 22(2), 97-110.
- Heitmann, Mark, Lehman, Donald R., and Herrmann, Andreas, 2007, Choice Goal Attainmentand Decisionand Consumption Satisfaction, Journal of Marketing Research, Vol.Xliv, May 2007, S.234-250.
- Hess Jeff, Story John, (2005), «Trust-Based Commitment: Multidimensional Consumer-Brand Relationships», Journal of Consumer Marketing 22/6 313-322.
- Johnson Michael D., Herrmann Andreas & Huber Frank, (2006), The Evolution of Loyalty Intentions, Journal of Marketing Vol.70, S.122-132.
- Kapferer, J.-N. (2004), The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term, Kogan Page, London.
- Kayombo, K. M., & Carter, S. (2016). Understanding Student Preferences for University Choice in Zambia.6(3).
- Keller, K.L. (1993), «Conceptualizing, measuring, and managing customer-based brand equity», Journal of Marketing, Vol. 57, pp. 1-22.
- Sierra Jeremy and Mcquity Shaun, (2005), «Service Providers and Customers: Social Exchange Theory and Service Loyalty», Journal of Services Marketing 19/6 392-400.
- Drapińska, A. (2012). A concept of student relationship management in higher education. Prace Instytutu Lotnictwa 6 (227), 35-49.
- Hoyer, W.D. and Brown, S.P. (2001), «Effects of brand awareness on choice for a common, repeat-purchase product», Journal of Consumer Research, Vol. 17, pp. 141-8.
- Maclnnis, D. J., Shapiro, S., & Mani, G. (1999). Enhancing Brand Awareness Through Brand Symbols. Advances in Consumer Research, 26(1), 601–608.
- Mabkhot, H. A., Shaari, H., & Salleh, S. M. (2017). The Influence of Brand Image and Brand Personality on Brand Loyalty, Mediating by Brand Trust: An Empirical Study. Jurnal Pengurusan, 50, 1–18.
- Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
- Schiffman, L., Bednall, D., O’Cass, A., Paladino, A. and Kanuk, L. (2005), Consumer Behavior, 3rd ed., Pearson Education Australia, Sydney.
- Stephen, J.S. (1993), «Understanding brand awareness: let me give you a clue!», Advances in Consumer Research, Vol. 20, pp. 383‐8.
- Tas, A., & Ergin, E. A. (2012). Key factors for student recruitment: The issue of university
- branding. International Business Research, 5(10), 146.
- Terblanche, N.S. and Boshoff, C., (2001), “Measuring Customer Satisfaction With The Controllable Elements of The In-Store Shopping Experience”, S.Afr.Bus.Manage., 32, p.8-18
- Temple, P., Shattock, M. “Branding in Higher Education-Exloring an Emerging Phenomenon” EAIR Research Series, Policy and Practice in Higher Education, pp 73-79, 2007.
- Wel, C.A.B.C., Alam, S. S., & Nor, S.M. (2011). Factors Affecting Brand Loyalty: An Empirical Study in Malaysia. Australian Journal of Basic and Applied Sciences, 5(12), 777-783.
- Zehir, C., Şahin, A., Kitapçı, H., &Özşahin, M. «The Effects of Brand Communication and Service Quality in Building Brand Loyalty Through Brand Trust; The Empirical Research On Global Brands», ProcediaSocial and Behavioral Sciences, 24, 1218-1231(2011).
- Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 31-46.