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ERIC Number: EJ1238752
Record Type: Journal
Publication Date: 2020
Pages: 23
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-0307-5079
EISSN: N/A
Available Date: N/A
Brand Equity in Higher Education: Comparative Analysis
Mourad, Maha; Meshreki, Hakim; Sarofim, Samer
Studies in Higher Education, v45 n1 p209-231 2020
Brand equity in higher education has received significant scholarly attention in recent years. However, there are a number of contradictions between the empirically approved determinants and the dimensions of brand equity in higher education. This research empirically investigates an adopted brand equity conceptual model in both a developed market and an emerging higher education market to develop a comparative analysis based on cultural dimensions. The empirical study included a qualitative exploratory research and a subsequent quantitative research in USA (an example of a developed market) and Egypt (an example of emerging market). Further, the authors qualitatively explored, via in-depth qualitative interviews, the industry for more insightful results based on customer's perception in both markets. Findings indicated that the determinants of brand equity reported in the literature vary depending on the higher education industry maturity and cultural contexts.
Routledge. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site: http://www.tandf.co.uk/journals
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: United States; Egypt
Grant or Contract Numbers: N/A
Author Affiliations: N/A