Brand image and brand performance in a university context: Development and validation of a model

This paper examines how perceived service quality affects perceived brand image and brand performance, and positive behavioural intentions in a highly competitive industry like the higher education in Australia. The study used the Web-based student survey in the context of an Australian university and found 528 usable responses. The study developed and validated a model using the structural equation modelling (SEM) technique. To our understanding, this is one of the pioneering studies that modelled and demonstrated that university image and brand performance and positive behavioural intentions are the outcomes of the interplay among perceived service quality, satisfaction, and trust. Universities aiming for a sustainable presence in a competitive global market and intending to enhance brand image and UniBrand performance, and attract and retain students are encouraged to consider this model and its implications.