YOUNG CONSUMERS’ (STUDENTS) INSIGHTS ON BRAND EQUITY: EMPIRICAL ANALYSIS OF HIGHER EDUCATION SECTOR OF PAKISTAN

Abstract

Over thousands of colleges and universities compete for prospective students’ attention. Due to steady decline in enrolment numbers, the higher education authorities consider brand marketing and brand management as an important and crucial tool for communication between consumers and stakeholders. This study regarding this special issue offer scholarly contributions of new approaches to make the architecture of higher education institutions as brand in Pakistan stronger. The various components of brand equity in relation to Young consumers’ insights about brand association, brand awareness, brand loyalty, and brand image in Higher Education Sector of Pakistan have been highlighted which will assist Practitioners and readers on insight on brand equity and gain and avail new tactics to market their higher education institution brand. For this study, data was collected from 381 respondents who were existing students of or going to pursue higher education. As per the empirical findings it was identified that brand image is the chief factor that affects brand equity of an institution. After which brand association, brand awareness and then brand loyalty respectively have noteworthy impacts on the institutions of higher education sector’s brand equity of Pakistan. Students are more towards that brand which has a good image in their mind so the Education Institutions should focus more on creating a positive image of their brand. This research study will going to benefit the Higher Education Commission (HEC) to design and promote policies for branding the local institutions and higher education sector institutions can market them. This study enlightens them to formulate different methods and strategies to bring light to their institution and distinguish it as well.