Purpose

This study aims to use a holistic approach to empirically examine the direct and indirect relationships of both core and supporting consumer-based brand equity (CBBE) dimensions from students’ perspectives and the underlying impact they have on building a robust university brand equity. It also tests whether student perceptions of the importance of the brand equity constructs significantly differ based on demographics.

Design/methodology/approach

The study adopts the core and supporting university brand equity dimensions that have been tested for reliability and validity in prior research. Data were collected at a major university in the USA. The study used judgment sampling to carefully select a targeted sample of various colleges and class levels. A total of 439 useable surveys were collected.

Findings

The results of partial least squares–structural equation modeling reveal significant relationships between both core and supporting brand equity dimensions. The core brand equity dimensions include brand awareness, perceived quality, brand association, brand trust, learning environment, emotional environment, university reputation and brand loyalty. The supporting brand equity dimensions include library services, dining services, residence hall and physical facilities. Significant direct and/or indirect relationships were found between the core and supporting CBBE dimensions. The demographic variables of gender, semester standing and living arrangement also influence the importance of some of the core and supporting dimensions.

Practical implications

The results suggest that females, freshman and students living on-campus require specific attention in higher education. For a better representation and understanding of the university student population, we recommend that future studies use probability sampling and multiple universities for cross-validation.

Originality/value

Using the brand ecosystem framework, this is the first comprehensive study testing the relationships between both core and supporting CBBE dimensions in higher education. The study offers valuable insights to university stakeholders for building a strong university brand. It also confirms that the measures of the CBBE brand equity dimensions are valid and are applicable to other higher education institutions.

中文翻译：

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高等教育核心和支持品牌资产维度之间动态关系的实证研究

目的

本研究旨在使用整体方法从学生的角度实证检验核心和支持的基于消费者的品牌资产 (CBBE) 维度的直接和间接关系，以及他们对建立强大的大学品牌资产的潜在影响。它还测试学生对品牌资产结构重要性的看法是否因人口统计而显着不同。

设计/方法/方法

该研究采用了核心和支持性大学品牌资产维度，这些维度在之前的研究中已经过可靠性和有效性测试。数据是在美国的一所主要大学收集的。该研究使用判断抽样来仔细选择不同大学和班级水平的目标样本。共收集了 439 份有用的调查问卷。

发现

偏最小二乘-结构方程模型的结果揭示了核心和支持品牌资产维度之间的重要关系。核心品牌资产维度包括品牌知名度、感知质量、品牌联想、品牌信任、学习环境、情感环境、大学声誉和品牌忠诚度。支持品牌资产的维度包括图书馆服务、餐饮服务、宿舍和实体设施。在核心和支持 CBBE 维度之间发现了显着的直接和/或间接关系。性别、学期名额和生活安排等人口统计变量也会影响一些核心和支持维度的重要性。

实际影响

结果表明，女性、新生和住在校内的学生在高等教育中需要特别关注。为了更好地代表和理解大学生群体，我们建议未来的研究使用概率抽样和多所大学进行交叉验证。

原创性/价值

使用品牌生态系统框架，这是第一项综合研究，测试高等教育中核心和支持 CBBE 维度之间的关系。该研究为大学利益相关者建立强大的大学品牌提供了宝贵的见解。它还证实了 CBBE 品牌资产维度的衡量标准是有效的，并且适用于其他高等教育机构。