Abstract
PurposeThe objective of the research is to evaluate the experiential branding practices of a higher education institution (HEI) in India against student perceptions.Design/methodology/approachUsing a mixed-method approach for data collection, a range of relevant attributes of the experiential brand identity of the HEI was constructed. A quantitative technique called conjoint analysis was then used to understand the student-evaluated brand experience from the average relative importance of attributes and average part-worth utilities.FindingsThe study concluded that among the brand attributes of the HEI, course delivery had the highest relative importance among students, whereas price had the maximum elasticity.Practical implicationsThis study demonstrates how a differentiated brand identity of an HEI can be built using student perceptions. HEIs can use this model to strategize brand expansion by forming meaningful external partnerships to fulfill this objective.Originality/valueThe study is novel and innovative in the Indian context where relatively little attention has been paid to the assessment of experiential brand identity in higher education. The research takes the first step in deconstructing the experiential brand architecture into relevant attributes and assessing their impact on student preferences.
Subject
Organizational Behavior and Human Resource Management,Education,Organizational Behavior and Human Resource Management,Education
Reference34 articles.
1. Princeton as Prada: college choice in the United States as luxury consumption for the extended self;Journal of Marketing for Higher Education,2022
2. Work esteem and Re-branding of technical education and vocational training from the perspective of parents, teachers and apprentice;Journal of Technical Education and Training,2011
3. Impact of multilateral place dimensions on corporate brand attractiveness and identification in higher education: business school insights;Journal of Business Research,2019
4. Brand experience: what is it? How is it measured? Does it affect loyalty?;Journal of Marketing,2009
5. Brands in higher education: challenges and potential strategies;International Studies of Management and Organization,2015
Cited by
1 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献