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The impact of brand equity dimensions on university reputation: an empirical study of Georgian higher education

Author

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  • Tornike Khoshtaria
  • Davit Datuashvili
  • Arian Matin

Abstract

The purpose of this study is to examine the impact of brand equity dimensions on overall university reputation in Georgian higher education. Fierce competition in the Georgian education market forces universities to address marketing in order to win over customers’ minds. However, their attempts fail because universities do not thoroughly grasp the uniqueness of the service they provide. This study aims to help universities understand what constitutes consumer-based brand equity. Also, it is dedicated to find out whether brand equity dimensions (elements) have an impact on university reputation (overall university brand equity). This study undertook an exploratory approach, employing qualitative as well as quantitative research strategies. Primarily we looked at the measurement scales developed by Pinar, M., Trapp, P., Girard, T., & Boyt, T. (2013). University brand equity: An empirical investigation of its dimensions. International Journal of Educational Management, 28(6), 616–634. The results of this study suggested that university brand equity dimensions fall into two types, core and supportive. This research also identified the combination of elements important to university branding.

Suggested Citation

  • Tornike Khoshtaria & Davit Datuashvili & Arian Matin, 2020. "The impact of brand equity dimensions on university reputation: an empirical study of Georgian higher education," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 30(2), pages 239-255, July.
    • Handle: RePEc:taf:jmkthe:v:30:y:2020:i:2:p:239-255
    DOI: 10.1080/08841241.2020.1725955
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    Cited by:

    1. Irshad Hussain Sarki & Sarwar Mehmood Azhar & Niaz Ahmed Bhutto, 2021. "Students And Their Universities: Role Of Perceived Market Orientation On University Reputation," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 10(3), pages 277-285.
    2. Hulya Bakirtas & Vildan Gulpinar Demirci, 2022. "A structural evaluation of university identification," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(3), pages 507-531, September.

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