Brand Equity in Higher Education: Comparative Analysis

Autor/inn/en	Mourad, Maha; Meshreki, Hakim; Sarofim, Samer
Titel	Brand Equity in Higher Education: Comparative Analysis
Quelle	In: Studies in Higher Education, 45 (2020) 1, S.209-231 (23 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0307-5079
DOI	10.1080/03075079.2019.1582012
Schlagwörter	Higher Education; Cross Cultural Studies; Comparative Education; Marketing; Foreign Countries; Student Recruitment; Cultural Context; Educational Quality; College Administration; Labor Market; Outcomes of Education; Employment Opportunities; Reputation; International Education; Structural Equation Models; United States; Egypt + Suchen Sie Ihr Suchwort? Hochschulbildung; Hochschulsystem; Hochschulwesen; Cultural comparison; Kulturvergleich; Vergleichende Erziehungswissenschaft; Ausland; Quality of education; Bildungsqualität; College administrators; Hochschulverwaltung; Labour market; Arbeitsmarkt; Lernleistung; Schulerfolg; Berufschance; Beschäftigungschance; Internationale Erziehung; USA; Ägypten
Abstract	Brand equity in higher education has received significant scholarly attention in recent years. However, there are a number of contradictions between the empirically approved determinants and the dimensions of brand equity in higher education. This research empirically investigates an adopted brand equity conceptual model in both a developed market and an emerging higher education market to develop a comparative analysis based on cultural dimensions. The empirical study included a qualitative exploratory research and a subsequent quantitative research in USA (an example of a developed market) and Egypt (an example of emerging market). Further, the authors qualitatively explored, via in-depth qualitative interviews, the industry for more insightful results based on customer's perception in both markets. Findings indicated that the determinants of brand equity reported in the literature vary depending on the higher education industry maturity and cultural contexts. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01