Determinants of learner-centric brand equity for online universities in Gulf countries

Syed Aziz Anwar, M. Sadiq Sohail, Ahmed Ankit and Meera Al-Marri

Journal of Marketing for Higher Education, 2024, vol. 34, issue 1, 301-320

Abstract: Higher Education Institutions (HEIs) providing online education have been facing challenges in an increasingly competitive market. Consequently, brand equity has gained importance. This study takes a holistic approach and identifies the antecedents of brand equity and the impact these have on building brand equity of online universities. Data was collected from 242 E-learners studying in online universities in United Arab Emirates, Saudi Arabia and Kuwait. The research model was empirically tested using structural equation modeling. The findings support four of the six hypotheses. Learning environment, reputation, career prospects and corporate social responsibility influence brand equity. This study contributes to the literature by offering a deductively generated model to guide future research on brand equity related to online universities. The findings of this study offer practical insights and managerial implications for university administrators engaged in building a brand equity. Detailed discussion of the theoretical and practical implications concludes the paper.

Date: 2024
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DOI: 10.1080/08841241.2021.1983689

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