Title: Antecedents influencing brand management of Indian higher education institutes: an inside-out approach

Authors: Kritika Khanna; Jagwinder Singh; Sarbjit Singh Bedi

Addresses: Dr BR Ambedkar National Institute of Technology, Jalandhar, Punjab India ' Dr BR Ambedkar National Institute of Technology, Jalandhar, Punjab India ' Dr BR Ambedkar National Institute of Technology, Jalandhar, Punjab India

Abstract: This study aims to examine the relative influence of branding antecedents on different aspects of brand management of higher education institutes (HEIs). The extant literature was reviewed systematically to identify the branding antecedents and branding aspects for higher education institutes (HEIs). Subsequently, branding antecedents and branding aspects were empirically tested. Following this, relative influence of branding antecedents on branding aspects was tested. Competence and service quality have been found most important antecedents of branding for HEIs. Heritage has been found as most influencing antecedent for the development of brand identity. Similarly, service quality closely followed by competence has been found most influencing antecedents for the development of brand image. Competences closely followed by reputation have been found to be the most influencing antecedents for the development of brand meaning. The most noteworthy feature of the study is that HEIs may adopt the 'inside-out' approach of branding contrary to the traditional and prevalent 'outside-in' approach.

Keywords: brand identity; brand image; brand meaning; higher education institutes; HEIs; intangible resources; reputation; service quality; competence; heritage; inside-out approach; India.

DOI: 10.1504/IJICBM.2024.141579

International Journal of Indian Culture and Business Management, 2024 Vol.33 No.1, pp.66 - 91

Received: 05 Apr 2023
Accepted: 07 Apr 2023
Published online: 25 Sep 2024 *

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