ABSTRACT

Brand managers of higher education institutions undertake various activities to enhance the institutions’ brand equity. A key issue for managers is to enhance brand equity by engaging students with the brand and providing a good brand experience. The article examines the role of student engagement with the higher education institution brand in creating a positive higher education institutional brand equity. This study also investigates the role of brand experience as the driver of student engagement. Data was gathered via an online survey of 236 students and analyzed using structural equation modeling. The result indicates that brand experience plays a primary role in enhancing student engagement. The findings also show that student engagement mediates the relationship between brand experience and brand equity. These findings have implications for both theory and practice insofar as they establish how to enhance student engagement and eventually institutional brand equity through brand experience.

摘要

高等教育机构的品牌经理开展各种活动来提升机构的品牌资产。管理人员的一个关键问题是通过让学生参与品牌并提供良好的品牌体验来提高品牌资产。本文探讨了学生参与高等教育机构品牌在创造积极的高等教育机构品牌资产方面的作用。本研究还调查了品牌体验作为学生参与驱动因素的作用。通过对 236 名学生的在线调查收集数据，并使用结构方程模型进行分析。结果表明，品牌体验在提高学生参与度方面起着主要作用。研究结果还表明，学生参与在品牌体验和品牌资产之间的关系中起到了中介作用。