Brand equity of academics: Demystifying the process
Document Type
Journal Article
Publication Title
Journal of Marketing for Higher Education
Publisher
Routledge
School
School of Business and Law / The Centre for Work and Organisational Performance
RAS ID
29708
Abstract
The current study endeavours to find out whether there is a relationship between university academics’ competence and their customer-based brand equity from the perspective of students. It also seeks to investigate the mechanism of the proposed relationship through trust, likability, and commitment. Data were collected from 384 postgraduate students in Malaysian universities using a structured questionnaire. Results of analysis using Partial Least Squares Structural Equation Modelling (PLS-SEM) revealed there is a significant relationship (total effect) between academics’ competence and customer-based brand equity. We found that the path from competence to brand equity goes through trust, likability, and commitment. Given the growing popularity of higher education in the new millennium and important role of academics in leading students to success, findings of the present study can enhance our understanding of academics’ branding and universities’ overall image. The implications and contributions of the study to university administrators and academics are discussed.
DOI
10.1080/08841241.2019.1605438
Access Rights
subscription content
Comments
Shafaei, A., Nejati, M., & Maadad, N. (2019). Brand equity of academics: Demystifying the process. Journal of Marketing for Higher Education, 29(1), 1-13. Available here