A Structural Evaluation of University Brand Equity Dimensions: Evidence from Private Indian University

Abstract

The purpose of this article is to employ brand equity concepts to higher education. In doing so, the effects of certain dimensions, namely: university image, perceived quality, perceived value, and student satisfaction, on student loyalty are examined. A survey of 438 students enrolled in various programs was conducted on a large private university in north Indian state of Punjab. To arrive at an acceptable model, structural equation modelling was used and various hypotheses were tested. In the sampled data it was found that unlike theoretical indications, perceived quality was not found to be influencing student loyalty, moreover satisfaction only showed diminutive impact. However, perceived value emerged as the most important dimension in affecting students' loyalty behaviour. The study also highlights vital implications, limitations and scope of further studies.