Brand Equity in University: Literature Review

https://doi.org/10.35912/jakman.v6i1.3268
Published: Dec 12, 2024

Abstract:

Purpose: A review of the history of university brand equity research is attempted to be given in this paper.

Research methodology: Extracts from the Scopus database. Ten publications discussing university brand equity made up the sample, which spanned the years 2000 to 2203. The analysis approach groups articles according to pertinent subjects about institution brand equity.

Results: All things considered, the study findings revealed that little study has been done on university brand equity.

Limitations: Our research focuses exclusively on scientific articles published in the last 23 years and in the Scopus index.

Contribution: Given the dearth of study on brand equity in the service industry, particularly in universities, this could offer researchers a chance to focus on university brand equity, particularly in Indonesia.

Keywords:
1. university
2. brand equity
Authors:
1 . Tri Lestira Putri Warganegara
2 . Suhaimi Suhaimi
3 . Hasrun Afandi UmpuSinga
4 . M Yusuf S Barusman
5 . Andala Rama Putra Barusman
6 . Habiburrahman Habiburrahman
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How to Cite
Warganegara, T. L. P., Suhaimi, S., UmpuSinga, H. A., Barusman, M. Y. S., Barusman, A. R. P., & Habiburrahman, H. (2024). Brand Equity in University: Literature Review. Jurnal Akuntansi, Keuangan, Dan Manajemen, 6(1), 197–205. https://doi.org/10.35912/jakman.v6i1.3268
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Vol. 6 No. 1 (2024): Desember
Articles
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References

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    Alwi, S., Che-Ha, N., Nguyen, B., Ghazali, E. M., Mutum, D. M., & Kitchen, P. J. (2020). Projecting university brand image via satisfaction and behavioral response: Perspectives from UK-based Malaysian students. Qualitative Market Research: An International Journal, 23(1), 47-68.

    Balaji, M. S., Roy, S. K., & Sadeque, S. (2016). Antecedents and consequences of university brand identification. Journal of Business Research, 69(8), 3023-3032.

    Barusman, A. R. P. (2014). Student satisfaction as a mediating variable between reputation, image and student loyalty. Globalilluminators, ITMAR, 1, 414-436.

    Barusman, M. Y. S. (2018). The strategic formulation of competitive advantage on private higher education institution using participatory prospective analysis. International Journal of Economic Policy in Emerging Economies, 11(1-2), 124-132.

    Chen, L.H. (2008), “Internationalization or international marketing? Two frameworks for understanding international students’ choice of Canadian Universities”, Journal of Marketing for Higher Education, Vol. 18 No. 1, pp. 1-33.

    Christodoulides, G., Cadogan, J.W. and Veloutsou, C. (2015), “Consumer-based brand-equity measurement: lessons learned from an international study”, International Marketing Review, Vol. 32 Nos 3-4, pp. 307-328.

    Cobb-Walgren, C.J., Ruble, C.A. and Donthu, N. (1995), “Brand equity, brand preference, and purchase intent”, Journal of Advertising, Vol. 24 No. 3, pp. 25-40.

    Dennis, C., Papagiannidis, S., Alamanos, E., & Bourlakis, M. (2016). The role of brand attachment strength in higher education. Journal of Business research, 69(8), 3049-3057.

    Erjansola, A. M., Lipponen, J., Vehkalahti, K., Aula, H. M., & Pirttilä-Backman, A. M. (2021). From the brand logo to brand associations and the corporate identity: visual and identity-based logo associations in a university merger. Journal of Brand Management, 28, 241-253.

    Fazli-Salehi, R., Esfidani, M. R., Torres, I. M., & Zúñiga, M. A. (2019). Antecedents of students’ identification with university brands: A study on public universities in Iran. Asia Pacific Journal of Marketing and Logistics, 31(4), 830-854.

    Foroudi, P., Yu, Q., Gupta, S., & Foroudi, M. M. (2019). Enhancing university brand image and reputation through customer value co-creation behaviour. Technological Forecasting and Social Change, 138, 218-227.

    Girard, T., & Pinar, M. (2021). An empirical study of the dynamic relationships between the core and supporting brand equity dimensions in higher education. Journal of Applied Research in Higher Education, 13(3), 710-740.

    Gray, B. J., Shyan Fam, K., & Llanes, V. A. (2003). Branding universities in Asian markets. Journal of product & brand management, 12(2), 108-120.

    Hanson, T. A., Bryant, M. R., & Lyman, K. J. (2020). Intercollegiate athletic programs, university brand equity and student satisfaction. International Journal of Sports Marketing and Sponsorship, 21(1), 106-126.

    Jevons, C. (2006), “Universities: a prime example of branding gone wrong”, Journal of Product & Brand Management, Vol. 15 No. 7, pp. 466-447.

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    Mourad, M., Ennew, C., & Kortam, W. (2011). Brand equity in higher education. Marketing Intelligence & Planning, 29(4), 403-420.

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    Nguyen, B., X. Yu, Melewar, T.C. and Hemsley-Brown, J. (2016), “Brand ambidexterity and commitment in higher education: An exploratory study”, Journal of Business Research, Vol. 69, No. 8, pp. 3105–3112.

    NOOR, S. M., MANAN, K. A., & KUTHOOS, H. M. A. (2019). Assessing corporate brand equity of public universities. Jurnal Koniunikasi: Malaysian Journal of Communication, 35(3), 283-299.

    Panda, S., Pandey, S. C., Bennett, A., & Tian, X. (2019). University brand image as competitive advantage: a two-country study. International Journal of Educational Management, 33(2), 234-251.

    Perera, C. H., Nayak, R., & Nguyen, L. T. V. (2020). The impact of subjective norms, eWOM and perceived brand credibility on brand equity: application to the higher education sector. International Journal of Educational Management, 35(1), 63-74.

    Pinar, M, Trapp, P., Girard, T., and Boyt, T. E. (2011). “Utilizing brand-ecosystem for branding and building brand equity in higher-education”, International Journal of Educational Management, Vol. 25, No. 7, pp. 724-739.

    Pinar, M, Trapp, P., Girard, T., and Boyt, T. E. (2014), “University brand equity: An empirical investigation of its dimensions”, International Journal of Educational Management, Vol. 28, No. 6, pp. 616–634. https://doi.org/10.1108/IJEM-04-2013-005.

    Pinar, M. and Trapp, P. (2008), “Creating competitive advantage through ingredient branding and brand-ecosystem: The case of Turkish cotton and textiles”, Journal of International Food & Agribusiness Marketing, Vol. 20, No. 1, pp. 29-56.

    Pinar, M., Girard, T., & Basfirinci, C. (2020). Examining the relationship between brand equity dimensions and university brand equity: An empirical study in Turkey. International Journal of Educational Management, 34(7), 1119-1141.

    Reichheld, F. (2001), Loyalty Rules, Harvard Business School Press, Boston, MA.

    Reichheld, F. (2006), The Ultimate Question, Harvard Business School Press, Boston, MA.

    Rutter, R., Roper, S., & Lettice, F. (2016). Social media interaction, the university brand and recruitment performance. Journal of Business Research, 69(8), 3096-3104.

    Sagynbekova, S., Ince, E., Ogunmokun, O. A., Olaoke, R. O., & Ukeje, U. E. (2021). Social media communication and higher education brand equity: The mediating role of eWOM. Journal of Public Affairs, 21(1), e2112.

    Shafaei, A., Nejati, M., & Maadad, N. (2019). Brand equity of academics: demystifying the process. Journal of Marketing for Higher Education.

    Stripling, J. (2010), “Brand new dilemma”, available at: http://insidehighered.com/news/2010/10/ 19/branding (accessed June 27, 2013).

    Sultan, P. and Wong, H. Y. (2014), "An integrated-process model of service quality, institutional brand and behavioural intentions: The case of a university", Managing Service Quality: An International Journal, Vol. 24, No. 5, pp. 487-521.

    Tan, P. L., Rasoolimanesh, S. M., & Manickam, G. (2022). How corporate social responsibility affects brand equity and loyalty? A comparison between private and public universities. Heliyon, 8(4).

    Tran, K., Nguyen, P. V., Do, H., & Nguyen, L. J. M. S. L. (2020). University students’ insight on brand equity. Management Science Letters, 10(9), 2053-2062.

    Twum, K. K., Yalley, A. A., Agyapong, G. K. Q., & Ofori, D. (2021). The influence of public university library service quality and library brand image on user loyalty. International Review on Public and Nonprofit Marketing, 18, 207-227.

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  1. Aaker, D.A. (1991), Managing Brand Equity, Free Press, New York, NY.
  2. Aaker, D.A. (1996), Building Strong Brands, Free Press, New York, NY.
  3. Alwi, S., Che-Ha, N., Nguyen, B., Ghazali, E. M., Mutum, D. M., & Kitchen, P. J. (2020). Projecting university brand image via satisfaction and behavioral response: Perspectives from UK-based Malaysian students. Qualitative Market Research: An International Journal, 23(1), 47-68.
  4. Balaji, M. S., Roy, S. K., & Sadeque, S. (2016). Antecedents and consequences of university brand identification. Journal of Business Research, 69(8), 3023-3032.
  5. Barusman, A. R. P. (2014). Student satisfaction as a mediating variable between reputation, image and student loyalty. Globalilluminators, ITMAR, 1, 414-436.
  6. Barusman, M. Y. S. (2018). The strategic formulation of competitive advantage on private higher education institution using participatory prospective analysis. International Journal of Economic Policy in Emerging Economies, 11(1-2), 124-132.
  7. Chen, L.H. (2008), “Internationalization or international marketing? Two frameworks for understanding international students’ choice of Canadian Universities”, Journal of Marketing for Higher Education, Vol. 18 No. 1, pp. 1-33.
  8. Christodoulides, G., Cadogan, J.W. and Veloutsou, C. (2015), “Consumer-based brand-equity measurement: lessons learned from an international study”, International Marketing Review, Vol. 32 Nos 3-4, pp. 307-328.
  9. Cobb-Walgren, C.J., Ruble, C.A. and Donthu, N. (1995), “Brand equity, brand preference, and purchase intent”, Journal of Advertising, Vol. 24 No. 3, pp. 25-40.
  10. Dennis, C., Papagiannidis, S., Alamanos, E., & Bourlakis, M. (2016). The role of brand attachment strength in higher education. Journal of Business research, 69(8), 3049-3057.
  11. Erjansola, A. M., Lipponen, J., Vehkalahti, K., Aula, H. M., & Pirttilä-Backman, A. M. (2021). From the brand logo to brand associations and the corporate identity: visual and identity-based logo associations in a university merger. Journal of Brand Management, 28, 241-253.
  12. Fazli-Salehi, R., Esfidani, M. R., Torres, I. M., & Zúñiga, M. A. (2019). Antecedents of students’ identification with university brands: A study on public universities in Iran. Asia Pacific Journal of Marketing and Logistics, 31(4), 830-854.
  13. Foroudi, P., Yu, Q., Gupta, S., & Foroudi, M. M. (2019). Enhancing university brand image and reputation through customer value co-creation behaviour. Technological Forecasting and Social Change, 138, 218-227.
  14. Girard, T., & Pinar, M. (2021). An empirical study of the dynamic relationships between the core and supporting brand equity dimensions in higher education. Journal of Applied Research in Higher Education, 13(3), 710-740.
  15. Gray, B. J., Shyan Fam, K., & Llanes, V. A. (2003). Branding universities in Asian markets. Journal of product & brand management, 12(2), 108-120.
  16. Hanson, T. A., Bryant, M. R., & Lyman, K. J. (2020). Intercollegiate athletic programs, university brand equity and student satisfaction. International Journal of Sports Marketing and Sponsorship, 21(1), 106-126.
  17. Jevons, C. (2006), “Universities: a prime example of branding gone wrong”, Journal of Product & Brand Management, Vol. 15 No. 7, pp. 466-447.
  18. Kamal Basha, N., Sweeney, J. C., & Soutar, G. N. (2020). Evaluating students’ preferences for university brands through conjoint analysis and market simulation. International Journal of Educational Management, 34(2), 263-278.
  19. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.
  20. Keller, K.L. (2013), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th ed., Pearson, Boston, MA.
  21. Keller, K.L. (2013), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th ed., Prentice-Hall, Upper Saddle River, New Jersey, NJ.
  22. Kotler, P. and Keller, K.L. (2006), Marketing Management, 12th ed., Prentice-Hall, Upper Saddle River, NJ.
  23. Leone, R.P., Rao, V.R., Keller, K.L., Luo, A.M., McAlister, L. and Srivastava, R. (2006), “Linking brand equity to customer equity”, Journal of Service Research, Vol. 9 No. 2, pp. 125-138.
  24. Mourad, M., Ennew, C., & Kortam, W. (2011). Brand equity in higher education. Marketing Intelligence & Planning, 29(4), 403-420.
  25. Ng, I.C. L. and Forbes, J. (2009), “Education as service: The understanding of university experience through the service logic”, Journal of Marketing for Higher Education, Vol. 19, No. 1, pp. 38-64.
  26. Nguyen, B., X. Yu, Melewar, T.C. and Hemsley-Brown, J. (2016), “Brand ambidexterity and commitment in higher education: An exploratory study”, Journal of Business Research, Vol. 69, No. 8, pp. 3105–3112.
  27. NOOR, S. M., MANAN, K. A., & KUTHOOS, H. M. A. (2019). Assessing corporate brand equity of public universities. Jurnal Koniunikasi: Malaysian Journal of Communication, 35(3), 283-299.
  28. Panda, S., Pandey, S. C., Bennett, A., & Tian, X. (2019). University brand image as competitive advantage: a two-country study. International Journal of Educational Management, 33(2), 234-251.
  29. Perera, C. H., Nayak, R., & Nguyen, L. T. V. (2020). The impact of subjective norms, eWOM and perceived brand credibility on brand equity: application to the higher education sector. International Journal of Educational Management, 35(1), 63-74.
  30. Pinar, M, Trapp, P., Girard, T., and Boyt, T. E. (2011). “Utilizing brand-ecosystem for branding and building brand equity in higher-education”, International Journal of Educational Management, Vol. 25, No. 7, pp. 724-739.
  31. Pinar, M, Trapp, P., Girard, T., and Boyt, T. E. (2014), “University brand equity: An empirical investigation of its dimensions”, International Journal of Educational Management, Vol. 28, No. 6, pp. 616–634. https://doi.org/10.1108/IJEM-04-2013-005.
  32. Pinar, M. and Trapp, P. (2008), “Creating competitive advantage through ingredient branding and brand-ecosystem: The case of Turkish cotton and textiles”, Journal of International Food & Agribusiness Marketing, Vol. 20, No. 1, pp. 29-56.
  33. Pinar, M., Girard, T., & Basfirinci, C. (2020). Examining the relationship between brand equity dimensions and university brand equity: An empirical study in Turkey. International Journal of Educational Management, 34(7), 1119-1141.
  34. Reichheld, F. (2001), Loyalty Rules, Harvard Business School Press, Boston, MA.
  35. Reichheld, F. (2006), The Ultimate Question, Harvard Business School Press, Boston, MA.
  36. Rutter, R., Roper, S., & Lettice, F. (2016). Social media interaction, the university brand and recruitment performance. Journal of Business Research, 69(8), 3096-3104.
  37. Sagynbekova, S., Ince, E., Ogunmokun, O. A., Olaoke, R. O., & Ukeje, U. E. (2021). Social media communication and higher education brand equity: The mediating role of eWOM. Journal of Public Affairs, 21(1), e2112.
  38. Shafaei, A., Nejati, M., & Maadad, N. (2019). Brand equity of academics: demystifying the process. Journal of Marketing for Higher Education.
  39. Stripling, J. (2010), “Brand new dilemma”, available at: http://insidehighered.com/news/2010/10/ 19/branding (accessed June 27, 2013).
  40. Sultan, P. and Wong, H. Y. (2014), "An integrated-process model of service quality, institutional brand and behavioural intentions: The case of a university", Managing Service Quality: An International Journal, Vol. 24, No. 5, pp. 487-521.
  41. Tan, P. L., Rasoolimanesh, S. M., & Manickam, G. (2022). How corporate social responsibility affects brand equity and loyalty? A comparison between private and public universities. Heliyon, 8(4).
  42. Tran, K., Nguyen, P. V., Do, H., & Nguyen, L. J. M. S. L. (2020). University students’ insight on brand equity. Management Science Letters, 10(9), 2053-2062.
  43. Twum, K. K., Yalley, A. A., Agyapong, G. K. Q., & Ofori, D. (2021). The influence of public university library service quality and library brand image on user loyalty. International Review on Public and Nonprofit Marketing, 18, 207-227.
  44. Waeraas, A. and Solbakk, M. (2009), “Defining the essence of a university: lessons from higher education branding”, Higher Education, Vol. 57 No. 4, pp. 449-462.
  45. Whisman, R. (2007), “Internal branding: a university’s most intangible asset”, available at: www.brandchampionablog.com (accessed September 20, 2009).
  46. Wilson, E.J. and Elliot, E. A. (2016).” Brand meaning in higher education: Leaving the shallows via deep metaphors”, Journal of Business Research, Vol. 69, No. 8, pp. 3058–3068.