Title: Development of typology for university brands through brand knowledge and brand equity

Authors: Waqar Alam; Adil Adnan; Muhammad Tariq Yousafzai

Addresses: Department of Management Sciences, Abasyn University, Peshawar, 25000, KP, Pakistan ' Business Administration Department, Iqra National University, Peshawar, 25000, KP, Pakistan ' Centre for Management and Commerce, University of Swat, 19200, KP, Pakistan

Abstract: This paper aims to examine the relationship between brand knowledge and brand equity in developing a typology of higher education institutions specifically considering the importance of student direct feedback of a brand in the higher education environment. Sample collected from 765 senior students in the business management department. The relationships were tested using SPSS and customer-centric index for the mapping of typology. The results revealed a significant relationship between brand knowledge and band equity dimensions in developing a fourfold typology of higher education institutions. The results support students' brand knowledge as a viable and productive means of increasing brand equity of an institution. This paper is one of the initial studies that tested the impact of brand knowledge on brand equity. Moreover, the study also built a typology of higher education institutions.

Keywords: brand equity; brand knowledge; higher education; typology.

DOI: 10.1504/MEJM.2022.126318

Middle East Journal of Management, 2022 Vol.9 No.6, pp.682 - 705

Received: 06 Jan 2021
Accepted: 01 Jul 2021
Published online: 20 Oct 2022 *

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