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Asian Journal of Multidimensional Research (AJMR)
Year : 2018, Volume : 7, Issue : 9
First page : ( 241) Last page : ( 248)
Online ISSN : 2278-4853.

Antecedents of brand image of a university

Mr. Munshi Abdul Rahim Ahmed

Assistant Professor, ITM Universe Vadodara, Gujarat, India. Email id: rahimmunshi_85@yahoo.co.in

Online published on 10 October, 2018.

Abstract

With demand for higher education increasing every passing day and the entry of corporates in the education sector, brand equity will play a very important role in influencing the admission decision of prospective students. Brand equity has got two components, brand awareness and brand image. Brand awareness includes recognition and recall of a brand; brand image consists of strong, favorable and unique associations that consumers have for a brand. This research paper talks about factors influencing an education institute's brand image. Based on literature review a 25 factors were identified that can influence the brand image of an institute. Using these factors, a questionnaire was prepared and data was collected from students of various schools, coaching classes and institutes of Vadodara city. Factor analysis was used for data reduction and 7 factors were extracted having influence on the University's Brand Image.

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Keywords

Education, Brand Image, Brand Equity, Brand Recall.

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