Brand Management

Effects of Image, Identity and Reputation on Higher Education Brand Equity: A Study on Universities in Ghana

Article Details

Pub. Date	:	Dec, 2023
Product Name	:	The IUP Journal of Brand Management
Product Type	:	Article
Product Code	:	IJBRM011223
Author Name	:	Ebenezer Asare Effah, Mohammed Majeed, Elikem Chosniel Ocloo and Isaac Sewornu Coffie
Availability	:	YES
Subject/Domain	:	Marketing
Download Format	:	PDF Format
No. of Pages	:	27

Price

Download

Abstract

Branding has become a strong competitive weapon for universities, of late. Hence, this study sought to investigate the effect of university brand image, identity and reputation on higher education brand equity (HEBE) with specific reference to Ghana. This quantitative cross-sectional survey used Smart-PLS and a sample of 625 respondents. The results were analyzed using structural equation modeling (SEM) technique. All six hypotheses formulated were found to be positive and significant. Hence, university image and identity have significant positive influence on university brand equity (BE). Also, image and identity have significant positive effect on BE through university reputation. The originality of the study lies in the use of signaling theory to explain the role and effects of university image, reputation and identity on BE. The present study adds to the body of knowledge in the field of higher education service marketing and branding and offers insights into the essential factors involved in developing brand equity for higher education institutions. Policymakers can also benefit from the outcomes of this research.

Introduction

The increase in the application of marketing concepts to education is attributed to higher education marketization (Kalafatis and Ledden, 2013). Students and society benefit from universities, which are both educational and social institutions. Significant changes have occurred in higher education, both historically and more recently, since the founding of the first colleges and universities (Vanderbei, 2020). Universities have recently begun to adopt stronger branding strategies in response to competitive challenges. Higher education institutions (HEIs) have utilized branding as a means of differentiating themselves from one another (Pinar et al., 2020). Those in Ghana have had to contend