The impact of brand equity dimensions on university reputation: an empirical study of Georgian higher education

Tornike Khoshtaria, Davit Datuashvili and Arian Matin

Journal of Marketing for Higher Education, 2020, vol. 30, issue 2, 239-255

Abstract: The purpose of this study is to examine the impact of brand equity dimensions on overall university reputation in Georgian higher education. Fierce competition in the Georgian education market forces universities to address marketing in order to win over customers’ minds. However, their attempts fail because universities do not thoroughly grasp the uniqueness of the service they provide. This study aims to help universities understand what constitutes consumer-based brand equity. Also, it is dedicated to find out whether brand equity dimensions (elements) have an impact on university reputation (overall university brand equity). This study undertook an exploratory approach, employing qualitative as well as quantitative research strategies. Primarily we looked at the measurement scales developed by Pinar, M., Trapp, P., Girard, T., & Boyt, T. (2013). University brand equity: An empirical investigation of its dimensions. International Journal of Educational Management, 28(6), 616–634. The results of this study suggested that university brand equity dimensions fall into two types, core and supportive. This research also identified the combination of elements important to university branding.

Date: 2020
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DOI: 10.1080/08841241.2020.1725955

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