Title: Understanding the role of brand love: a benchmarking of Indian higher education system

Authors: A.S. Sathish; R. Venkatesakumar; Venkata Subbaiah Potala

Addresses: VIT Business School, Vellore Institute of Technology, Vellore 632 014, India ' Department of Management Studies, Pondicherry University, Pondicherry 605 014, India ' GITAM School of Business, GITAM University (Deemed to be University), Visakhapatnam, A.P-530045, India

Abstract: Indian higher education system experiences vast degree of changes, particularly in the engineering education sector. Many institutions are on the verge of closing. Admissions trend is continuously declining in the recent times in the engineering education. One of the major reasons for reduced popularity among students is the failure of institutions to fulfil their promises. The students join the institution with high degree of expectations, but as the time progresses, they get dissatisfied with the experiences gained. Current research aims to investigate the perceived difference between the pre and final year students on the predictors of satisfaction and brand love. PLS-MGA is used to bring out the group differences on the predictors of satisfaction and brand love between the groups. The data analysis brought out significant differences between the groups on the influence of career opportunities on satisfaction, satisfaction on alumni support and word of mouth on brand love.

Keywords: brand love; satisfaction; word-of-mouth; alumni support; moderator.

DOI: 10.1504/IJPMB.2024.139972

International Journal of Process Management and Benchmarking, 2024 Vol.17 No.4, pp.488 - 501

Received: 26 Apr 2023
Accepted: 07 May 2023
Published online: 15 Jul 2024 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article