Title: The factor structure of core university brand equity

Authors: Hisham Hamid Hawass

Addresses: Faculty of Commerce, Damietta University, New Damietta City, Egypt

Abstract: The purpose of this paper is to check the validity of the core university brand equity scale (Pinar et al., 2014) in the context of the Egyptian higher education. It compares the original five first-order factor structure of the construct with an alternative second-order factor model of university brand equity. The study applied a confirmatory factor analysis on a sample of 877 undergraduate students at three public universities in Egypt. A printed questionnaire was provided to students across eleven independent classes. The CFA findings reveal that the five-first order factor structure which was suggested by Pinar et al. (2014) fits the data reasonably, and was more valid than that of the second order structure. The study also suggests areas where the core UBE scale can be further refined. The core university brand equity scale is considered the first in the higher education literature.

Keywords: core university brand equity scale; confirmatory factor analysis; CFA; higher education; Egypt.

DOI: 10.1504/MEJM.2016.079730

Middle East Journal of Management, 2016 Vol.3 No.3, pp.207 - 217

Received: 27 Oct 2015
Accepted: 19 Feb 2016

Published online: 12 Oct 2016 *

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