Title

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

Comments

Originally published as: Shafaei, A., Nejati, M., & Maadad, N. (2019). Brand equity of academics: Demystifying the process. Journal of Marketing for Higher Education, 29(1), 1-13. Original publication available here

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

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