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

conference contribution
posted on 14.08.2018, 00:00 by Parves Sultan, HY Wong,
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.

History

Editor

Sinha A; Cadeaux J; Bucic T

Parent Title

2015 ANZMAC Conference: Innovation and Growth Strategies in Marketing, conference proceedings

Start Page

1

End Page

8

Number of Pages

8

Start Date

30/11/2015

Finish Date

02/12/2015

ISSN

1441-3582

Location

Sydney, Australia

Publisher

ANZMAC

Place of Publication

Sydney, NSW

Peer Reviewed

Yes

Open Access

Yes

External Author Affiliations

Deakin University

Era Eligible

Yes

Name of Conference

Australia and New Zealand Marketing Academy Conference (ANZMAC 2015)

Exports

CQUniversity

Exports