Mechanism for developing brand equity of higher education institutes using intangible resources: a serial-multiple mediation analysis

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216208%3A11320%2F26%3AMGV22A7B" target="_blank" >RIV/00216208:11320/26:MGV22A7B - isvavai.cz</a>

Result on the web

<a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-105001815770&doi=10.1108%2FMIP-11-2023-0645&partnerID=40&md5=bfe04286f177319e10f3ca895075e2f4" target="_blank" >https://www.scopus.com/inward/record.uri?eid=2-s2.0-105001815770&doi=10.1108%2FMIP-11-2023-0645&partnerID=40&md5=bfe04286f177319e10f3ca895075e2f4</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1108/MIP-11-2023-0645" target="_blank" >10.1108/MIP-11-2023-0645</a>

Result language

angličtina

Original language name

Mechanism for developing brand equity of higher education institutes using intangible resources: a serial-multiple mediation analysis

Original language description

Purpose: This study aims to build a comprehensive model for developing higher education institutes (HEIs) brand equity by examining the impact of HEIs intangible resources, brand management aspects, attachment strength and student’s contemporary citizenship behavior (CCB). Design/methodology/approach: Data were gathered through a self-administered questionnaire from Indian students and alumni (n = 703). The study examines the proposed comprehensive model through serial and multiple mediation analysis. Findings: The study unfolded “service quality? brand image? attachment strength? word-of-mouth? brand equity” as the most significant path to develop HEI’s brand equity. Research limitations/implications: This study pioneers an empirically validated mechanism for developing brand equity in HEIs, addressing gaps identified by previous studies and offering a theoretical framework that elucidates how HEIs can leverage intangible resources through strategic brand management to foster attachment and influence positive student behaviors, thereby contributing to the development of HEI brand equity. Practical implications: HEIs need to understand that relying solely on tangible aspects leads to short-lived effects. To maintain a lasting competitive advantage, HEIs should focus on crafting a rich historical narrative, retaining talented faculty and staff and earning respect from the public to build a lasting reputation. Originality/value: This study develops the mechanism for developing brand equity of HEIs using its valuable, rare and inimitable intangible resources. Along with the introduction of novel constructs like competence, heritage and word-of-mouth to existing study, the proposed conceptual model is premised on the theory of self-congruence, social-exchange theory and CCB. © 2025 Elsevier B.V., All rights reserved.

Czech name

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Czech description

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Type

J_SC - Article in a specialist periodical, which is included in the SCOPUS database

CEP classification

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OECD FORD branch

10201 - Computer sciences, information science, bioinformathics (hardware development to be 2.2, social aspect to be 5.8)

Project

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Continuities

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Publication year

2025

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Marketing Intelligence and Planning

ISSN

02634503

e-ISSN

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Volume of the periodical

43

Issue of the periodical within the volume

3

Country of publishing house

US - UNITED STATES

Number of pages

33

Pages from-to

541 - 573

UT code for WoS article

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EID of the result in the Scopus database

2-s2.0-105001815770