Efects of brand equity on satisfaction, university reputation and student’s word-of-mouth intention
Main Article Content
Abstract
In recent years, the context of globalization and socialization of education has led to rapid developments in the education sector. Universities face many challenges due to increasing competition. Therefore, universities must turn to brand strategy to deal with challenges in the current context. This study aims to analyze the relationship between the overall brand equity of universities and student response. In a survey of 429 students studying at 12 universities in Ho Chi Minh City, path analysis was conducted to test the research hypotheses. The test results show that Brand Equity is a second-order construct measured by four latent components including brand awareness, perceived quality, brand association and brand loyalty. Brand equity influences university reputation, student satisfaction, and positive word-of-mouth intentions. Finally, there are related implications to improve brand equity, university reputation as well as improve student satisfaction with universities.
Article Details
Keywords
Brand equity, Student satisfaction, University reputation, Word-of-mouth intention
References
Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the value of a brand name. New York: The Free Press
Agarwal, M. K., & Rao, V. R. (1996). An empirical comparison of consumer-based measures of brand equity. Marketing Letters, 7(3), 237-247. https://doi.org/10.1007/BF00435740
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: a review and recommended two-step approach. Psychological bulletin, 103(3), 411-423. https://doi.org/10.1037/0033-2909.103.3.411
Argenti, P. A., & Druckenmiller, B. (2004). Reputation and the corporate brand. Corporate Reputation Review, 6, 368–374. https://doi.org/10.1057/palgrave.crr.1540005
Baalbaki, S., & Guzmán, F. (2016). A consumer-perceived consumer-based brand equity scale. Journal of Brand Management, 23, 229–251. https://doi.org/10.1057/bm.2016.11
Babin, B. J., Lee, Y. K., Kim, E. J., & Griffin, M. (2005). Modeling consumer satisfaction and word‐of‐mouth: restaurant patronage in Korea. Journal of Services Marketing, 19(3), 133-139.
Bartlett, M. S. (1954). A note on the multiplying factors for various χ 2 approximations. Journal of the Royal Statistical Society. Series B (Methodological), 16(2), 296–298. https://www.jstor.org/stable/2984057
Bentler, P. M., & Chou, C.-P. (1987). Practical issues in structural modeling. Sociological Methods & Research, 16(1), 78–117. https://doi.org/10.1177/0049124187016001004
Brady, M. K., Cronin Jr, J. J., Fox, G. L., & Roehm, M. L. (2008). Strategies to offset performance failures: The role of brand equity. Journal of Retailing, 84(2), 151–164. https://doi.org/10.1016/j.jretai.2008.04.002
Cambra-Fierro, J. J., Fuentes-Blasco, M., Huerta-Álvarez, R., & Olavarría, A. (2021). Customer-based brand equity and customer engagement in experiential services: insights from an emerging economy. Service Business, 15, 467-491. https://doi.org/10.1007/s11628-021-00448-7
Casidy, R., & Wymer, W. (2015). The impact of brand strength on satisfaction, loyalty and WOM: An empirical examination in the higher education sector. Journal of Brand Management, 22, 117–135.
Caywood, C. L. (2012). The handbook of strategic public relations and integrated marketing communications. McGraw-Hill
Eldegwy, A., Elsharnouby, T. H., & Kortam, W. (2018). How sociable is your university brand? An empirical investigation of university social augmenters’ brand equity. International Journal of Educational Management, 32(5), 912–930. https://doi.org/10.1108/IJEM-12-2017-0346
Eldegwy, A., Elsharnouby, T. H., & Kortam, W. (2019). University Social Augmenters Brand Equity: Do University Social Augmenters Possess Brand Characteristics? An Abstract. Finding New Ways to Engage and Satisfy Global Customers: Proceedings of the 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC) 21, 459–460.
Fitzpatrick, J. L., Kempster, R. M., Daly‐Engel, T. S., Collin, S. P., & Evans, J. P. (2012). Assessing the potential for post‐copulatory sexual selection in elasmobranchs. Journal of Fish Biology, 80(5), 1141–1158.
Fombrun, C., & Van Riel, C. (2003). The reputational landscape. Revealing the Corporation: Perspectives on Identity, Image, Reputation, Corporate Branding, and Corporate-Level Marketing, 223–233.
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39. https://doi.org/10.2307/3151312
Foroudi, P. (2019). Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance. International Journal of Hospitality Management, 76, 271–285.
Hair, J. F., Black, B., Babin, B., & Anderson, R. E. (2010). Multivariate Data Analysis 7th Pearson Prentice Hall. Upper Saddle River, NJ.
Hsu, C. H. C., Oh, H., & Assaf, A. G. (2012). A customer-based brand equity model for upscale hotels. Journal of Travel Research, 51(1), 81–93. https://doi.org/10.1177/0047287510394195
Hu, L., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1–55.
Huang, R., & Sarigöllü, E. (2012). How brand awareness relates to market outcome, brand equity, and the marketing mix. Journal of Business Research, 65(1), 92-99. https://doi.org/10.1016/j.jbusres.2011.02.003
Huang, R., & Sarigöllü, E. (2014). Assessment of brand equity measures. International Journal of Market Research, 56(6), 783–806. https://doi.org/10.2501/IJMR-2014-037
Iglesias, O., Markovic, S., & Rialp, J. (2019). How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy. Journal of Business Research, 96, 343–354. https://doi.org/10.1016/j.jbusres.2018.05.043
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22. https://doi.org/10.1177/002224299305700101
Khoshtaria, T., Datuashvili, D., & Matin, A. (2020). The impact of brand equity dimensions on university reputation: an empirical study of Georgian higher education. Journal of Marketing for Higher Education, 30(2), 239–255. https://doi.org/10.1080/08841241.2020.1725955
Kim, H., Youn, S., & Lee, D. (2019). The effect of corporate social responsibility reputation on consumer support for cause-related marketing. Total Quality Management & Business Excellence, 30(5–6), 682–707.
Kim, S. B., & Kim, D. Y. (2016). The influence of corporate social responsibility, ability, reputation, and transparency on hotel customer loyalty in the US: a gender-based approach. SpringerPlus, 5, 1-13.
Kock, N., & Lynn, G. S. (2012). Lateral Collinearity and Misleading Results in Variance-Based SEM: An Illustration and Recommendations. Journal of the Association for Information Systems, 13(7), 546-580.
Kotler, P. (2001). Marketing management, Millennium Edition. Prentice-Hall, Inc.
Liu, M. T., Wong, I. A., Tseng, T.-H., Chang, A. W.-Y., & Phau, I. (2017). Applying consumer-based brand equity in luxury hotel branding. Journal of Business Research, 81, 192–202.
Phan Thị Minh Lý (2014). Tài sản thương hiệu của trường đại học theo cảm nhận sinh viên-Nghiên cứu tại các trường đại học ở thành phố Hồ Chí Minh. Tạp Chí Kinh Tế & Phát Triển, 200, 79–87.
Marques, C., da Silva, R. V., Davcik, N. S., & Faria, R. T. (2020). The role of brand equity in a new rebranding strategy of a private label brand. Journal of Business Research, 117, 497–507.
McDaniel Jr, C., & Gates, R. (2020). Marketing research. John Wiley & Sons.
Nguyen, B., Yu, X., Melewar, T. C., & Hemsley-Brown, J. (2016). Brand ambidexterity and commitment in higher education: An exploratory study. Journal of Business Research, 69(8), 3105–3112.
Nguyen, N., & LeBlanc, G. (2001). Image and reputation of higher education institutions in students’ retention decisions. International Journal of Educational Management, 15(6), 303–311.
Nunnally, J. C. (1978). Psychometric Theory (2d Ed). McGraw-Hill.
Panda, S., Pandey, S. C., Bennett, A., & Tian, X. (2019). University brand image as competitive advantage: a two-country study. International Journal of Educational Management, 33(2), 234–251. https://doi.org/10.1108/IJEM-12-2017-0374
Park, J. A., Sung, J. M., Son, J. M., Na, K., & Kim, S. K. (2019). Athletes’ brand equity, spectator satisfaction, and behavioral intentions. Asia Pacific Journal of Marketing and Logistics, 31(2), 541-558.
Putnam, R. D., Leonardi, R., & Nanetti, R. Y. (1992). Making democracy work: Civic traditions in modern Italy. Princeton University Press.
Sen, S., & Cowley, J. (2013). The relevance of stakeholder theory and social capital theory in the context of CSR in SMEs: An Australian perspective. Journal of Business Ethics, 118, 413–427.
Su, Y.-L., Lin, T. M. Y., & Chang, S.-T. (2015). Exploring the impact factor of positive word-of-mouth influences satisfied customers. Total Quality Management & Business Excellence, 26(3–4), 430–444.
Sürücü, Ö., Öztürk, Y., Okumus, F., & Bilgihan, A. (2019). Brand awareness, image, physical quality and employee behavior as building blocks of customer-based brand equity: Consequences in the hotel context. Journal of Hospitality and Tourism Management, 40, 114–124.
Swoboda, B., Weindel, J., & Hälsig, F. (2016). Predictors and effects of retail brand equity–A cross-sectoral analysis. Journal of Retailing and Consumer Services, 31, 265-276.
Temple, P. (2006). Branding higher education: illusion or reality?. Perspective, 10(1), 15–19.
Hà Mỹ Trang, Nguyễn Thái Lập, & Thạch Keo Sa Ráte (2022). Đánh giá các yếu tố ảnh hưởng đến tài sản thương hiệu tại trường Đại học Cần Thơ theo cảm nhận sinh viên. Tạp chí khoa học đại học Mở thành phố Hồ Chí Minh-khoa học xã hội, 17(2), 106–120.
Umasuthan, H., Park, O.-J., & Ryu, J.-H. (2017). Influence of empathy on hotel guests’ emotional service experience. Journal of Services Marketing, 31(6), 618–635.
Trịnh Đào Vân Anh, Nguyễn Ngọc Hiền (2021). Mối quan hệ giữa danh tiếng trường đại học, tính cách thương hiệu, gắn kết thương hiệu và lòng trung thành của sinh viên tại Thành phố Hồ Chí Minh. Tạp chí Khoa học và công nghệ, 50(02). https://doi.org/10.46242/jst-iuh.v50i08.963
Voyer, P. A., & Ranaweera, C. (2015). The impact of word of mouth on service purchase decisions: Examining risk and the interaction of tie strength and involvement. Journal of Service Theory and Practice, 25(5), 636–656.
Walker, K. (2010). A systematic review of the corporate reputation literature: Definition, measurement, and theory. Corporate Reputation Review, 12, 357–387. https://doi.org/10.1057/crr.2009.26
Walsh, G., & Beatty, S. E. (2007). Customer-based corporate reputation of a service firm: scale development and validation. Journal of the Academy of Marketing Science, 35, 127–143.
Walsh, G., Beatty, S. E., & Shiu, E. M. K. (2009). The customer-based corporate reputation scale: Replication and short form. Journal of Business Research, 62(10), 924–930. https://doi.org/10.1016/j.jbusres.2007.11.018
Weinstein, A. T., & McFarlane, D. A. (2017). Case study–how a business school blog can build stakeholder relationships and create added value in an MBA marketing program. Journal of Strategic Marketing, 25(2), 101–113.
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14. https://doi.org/10.1016/S0148-2963(99)00098-3
Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195–211. https://doi.org/10.1177/0092070300282002
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1007/BF00435740
Agarwal, M. K., & Rao, V. R. (1996). An empirical comparison of consumer-based measures of brand equity. Marketing Letters, 7(3), 237-247. https://doi.org/10.1007/BF00435740
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: a review and recommended two-step approach. Psychological bulletin, 103(3), 411-423. https://doi.org/10.1037/0033-2909.103.3.411
Argenti, P. A., & Druckenmiller, B. (2004). Reputation and the corporate brand. Corporate Reputation Review, 6, 368–374. https://doi.org/10.1057/palgrave.crr.1540005
Baalbaki, S., & Guzmán, F. (2016). A consumer-perceived consumer-based brand equity scale. Journal of Brand Management, 23, 229–251. https://doi.org/10.1057/bm.2016.11
Babin, B. J., Lee, Y. K., Kim, E. J., & Griffin, M. (2005). Modeling consumer satisfaction and word‐of‐mouth: restaurant patronage in Korea. Journal of Services Marketing, 19(3), 133-139.
Bartlett, M. S. (1954). A note on the multiplying factors for various χ 2 approximations. Journal of the Royal Statistical Society. Series B (Methodological), 16(2), 296–298. https://www.jstor.org/stable/2984057
Bentler, P. M., & Chou, C.-P. (1987). Practical issues in structural modeling. Sociological Methods & Research, 16(1), 78–117. https://doi.org/10.1177/0049124187016001004
Brady, M. K., Cronin Jr, J. J., Fox, G. L., & Roehm, M. L. (2008). Strategies to offset performance failures: The role of brand equity. Journal of Retailing, 84(2), 151–164. https://doi.org/10.1016/j.jretai.2008.04.002
Cambra-Fierro, J. J., Fuentes-Blasco, M., Huerta-Álvarez, R., & Olavarría, A. (2021). Customer-based brand equity and customer engagement in experiential services: insights from an emerging economy. Service Business, 15, 467-491. https://doi.org/10.1007/s11628-021-00448-7
Casidy, R., & Wymer, W. (2015). The impact of brand strength on satisfaction, loyalty and WOM: An empirical examination in the higher education sector. Journal of Brand Management, 22, 117–135.
Caywood, C. L. (2012). The handbook of strategic public relations and integrated marketing communications. McGraw-Hill
Eldegwy, A., Elsharnouby, T. H., & Kortam, W. (2018). How sociable is your university brand? An empirical investigation of university social augmenters’ brand equity. International Journal of Educational Management, 32(5), 912–930. https://doi.org/10.1108/IJEM-12-2017-0346
Eldegwy, A., Elsharnouby, T. H., & Kortam, W. (2019). University Social Augmenters Brand Equity: Do University Social Augmenters Possess Brand Characteristics? An Abstract. Finding New Ways to Engage and Satisfy Global Customers: Proceedings of the 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC) 21, 459–460.
Fitzpatrick, J. L., Kempster, R. M., Daly‐Engel, T. S., Collin, S. P., & Evans, J. P. (2012). Assessing the potential for post‐copulatory sexual selection in elasmobranchs. Journal of Fish Biology, 80(5), 1141–1158.
Fombrun, C., & Van Riel, C. (2003). The reputational landscape. Revealing the Corporation: Perspectives on Identity, Image, Reputation, Corporate Branding, and Corporate-Level Marketing, 223–233.
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39. https://doi.org/10.2307/3151312
Foroudi, P. (2019). Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance. International Journal of Hospitality Management, 76, 271–285.
Hair, J. F., Black, B., Babin, B., & Anderson, R. E. (2010). Multivariate Data Analysis 7th Pearson Prentice Hall. Upper Saddle River, NJ.
Hsu, C. H. C., Oh, H., & Assaf, A. G. (2012). A customer-based brand equity model for upscale hotels. Journal of Travel Research, 51(1), 81–93. https://doi.org/10.1177/0047287510394195
Hu, L., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1–55.
Huang, R., & Sarigöllü, E. (2012). How brand awareness relates to market outcome, brand equity, and the marketing mix. Journal of Business Research, 65(1), 92-99. https://doi.org/10.1016/j.jbusres.2011.02.003
Huang, R., & Sarigöllü, E. (2014). Assessment of brand equity measures. International Journal of Market Research, 56(6), 783–806. https://doi.org/10.2501/IJMR-2014-037
Iglesias, O., Markovic, S., & Rialp, J. (2019). How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy. Journal of Business Research, 96, 343–354. https://doi.org/10.1016/j.jbusres.2018.05.043
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22. https://doi.org/10.1177/002224299305700101
Khoshtaria, T., Datuashvili, D., & Matin, A. (2020). The impact of brand equity dimensions on university reputation: an empirical study of Georgian higher education. Journal of Marketing for Higher Education, 30(2), 239–255. https://doi.org/10.1080/08841241.2020.1725955
Kim, H., Youn, S., & Lee, D. (2019). The effect of corporate social responsibility reputation on consumer support for cause-related marketing. Total Quality Management & Business Excellence, 30(5–6), 682–707.
Kim, S. B., & Kim, D. Y. (2016). The influence of corporate social responsibility, ability, reputation, and transparency on hotel customer loyalty in the US: a gender-based approach. SpringerPlus, 5, 1-13.
Kock, N., & Lynn, G. S. (2012). Lateral Collinearity and Misleading Results in Variance-Based SEM: An Illustration and Recommendations. Journal of the Association for Information Systems, 13(7), 546-580.
Kotler, P. (2001). Marketing management, Millennium Edition. Prentice-Hall, Inc.
Liu, M. T., Wong, I. A., Tseng, T.-H., Chang, A. W.-Y., & Phau, I. (2017). Applying consumer-based brand equity in luxury hotel branding. Journal of Business Research, 81, 192–202.
Phan Thị Minh Lý (2014). Tài sản thương hiệu của trường đại học theo cảm nhận sinh viên-Nghiên cứu tại các trường đại học ở thành phố Hồ Chí Minh. Tạp Chí Kinh Tế & Phát Triển, 200, 79–87.
Marques, C., da Silva, R. V., Davcik, N. S., & Faria, R. T. (2020). The role of brand equity in a new rebranding strategy of a private label brand. Journal of Business Research, 117, 497–507.
McDaniel Jr, C., & Gates, R. (2020). Marketing research. John Wiley & Sons.
Nguyen, B., Yu, X., Melewar, T. C., & Hemsley-Brown, J. (2016). Brand ambidexterity and commitment in higher education: An exploratory study. Journal of Business Research, 69(8), 3105–3112.
Nguyen, N., & LeBlanc, G. (2001). Image and reputation of higher education institutions in students’ retention decisions. International Journal of Educational Management, 15(6), 303–311.
Nunnally, J. C. (1978). Psychometric Theory (2d Ed). McGraw-Hill.
Panda, S., Pandey, S. C., Bennett, A., & Tian, X. (2019). University brand image as competitive advantage: a two-country study. International Journal of Educational Management, 33(2), 234–251. https://doi.org/10.1108/IJEM-12-2017-0374
Park, J. A., Sung, J. M., Son, J. M., Na, K., & Kim, S. K. (2019). Athletes’ brand equity, spectator satisfaction, and behavioral intentions. Asia Pacific Journal of Marketing and Logistics, 31(2), 541-558.
Putnam, R. D., Leonardi, R., & Nanetti, R. Y. (1992). Making democracy work: Civic traditions in modern Italy. Princeton University Press.
Sen, S., & Cowley, J. (2013). The relevance of stakeholder theory and social capital theory in the context of CSR in SMEs: An Australian perspective. Journal of Business Ethics, 118, 413–427.
Su, Y.-L., Lin, T. M. Y., & Chang, S.-T. (2015). Exploring the impact factor of positive word-of-mouth influences satisfied customers. Total Quality Management & Business Excellence, 26(3–4), 430–444.
Sürücü, Ö., Öztürk, Y., Okumus, F., & Bilgihan, A. (2019). Brand awareness, image, physical quality and employee behavior as building blocks of customer-based brand equity: Consequences in the hotel context. Journal of Hospitality and Tourism Management, 40, 114–124.
Swoboda, B., Weindel, J., & Hälsig, F. (2016). Predictors and effects of retail brand equity–A cross-sectoral analysis. Journal of Retailing and Consumer Services, 31, 265-276.
Temple, P. (2006). Branding higher education: illusion or reality?. Perspective, 10(1), 15–19.
Hà Mỹ Trang, Nguyễn Thái Lập, & Thạch Keo Sa Ráte (2022). Đánh giá các yếu tố ảnh hưởng đến tài sản thương hiệu tại trường Đại học Cần Thơ theo cảm nhận sinh viên. Tạp chí khoa học đại học Mở thành phố Hồ Chí Minh-khoa học xã hội, 17(2), 106–120.
Umasuthan, H., Park, O.-J., & Ryu, J.-H. (2017). Influence of empathy on hotel guests’ emotional service experience. Journal of Services Marketing, 31(6), 618–635.
Trịnh Đào Vân Anh, Nguyễn Ngọc Hiền (2021). Mối quan hệ giữa danh tiếng trường đại học, tính cách thương hiệu, gắn kết thương hiệu và lòng trung thành của sinh viên tại Thành phố Hồ Chí Minh. Tạp chí Khoa học và công nghệ, 50(02). https://doi.org/10.46242/jst-iuh.v50i08.963
Voyer, P. A., & Ranaweera, C. (2015). The impact of word of mouth on service purchase decisions: Examining risk and the interaction of tie strength and involvement. Journal of Service Theory and Practice, 25(5), 636–656.
Walker, K. (2010). A systematic review of the corporate reputation literature: Definition, measurement, and theory. Corporate Reputation Review, 12, 357–387. https://doi.org/10.1057/crr.2009.26
Walsh, G., & Beatty, S. E. (2007). Customer-based corporate reputation of a service firm: scale development and validation. Journal of the Academy of Marketing Science, 35, 127–143.
Walsh, G., Beatty, S. E., & Shiu, E. M. K. (2009). The customer-based corporate reputation scale: Replication and short form. Journal of Business Research, 62(10), 924–930. https://doi.org/10.1016/j.jbusres.2007.11.018
Weinstein, A. T., & McFarlane, D. A. (2017). Case study–how a business school blog can build stakeholder relationships and create added value in an MBA marketing program. Journal of Strategic Marketing, 25(2), 101–113.
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14. https://doi.org/10.1016/S0148-2963(99)00098-3
Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195–211. https://doi.org/10.1177/0092070300282002
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1007/BF00435740