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Building Customer-Based Brand Equity in Higher Education: Applying Brand Equity Theory to an International Higher Education Marketing Context

Clarke, Kieran (2009)
Department of Business Administration
Abstract
This study applies brand equity theory to a higher education marketing context. The study uses the theoretical model developed by Kevin L. Keller on building customer-based brand equity and explores its application to this context. A case study research design was used to explore how four different Universities conducted international marketing activities relevant to the theoretical model. The result was an adaptation of the theoretical model for higher education. The theories consulted in this study were those concerning brand equity, and more specifically customer-based brand equity, and marketing of higher education. The findings provide evidence that the customer-based brand equity model can be applied to the higher education context... (More)
This study applies brand equity theory to a higher education marketing context. The study uses the theoretical model developed by Kevin L. Keller on building customer-based brand equity and explores its application to this context. A case study research design was used to explore how four different Universities conducted international marketing activities relevant to the theoretical model. The result was an adaptation of the theoretical model for higher education. The theories consulted in this study were those concerning brand equity, and more specifically customer-based brand equity, and marketing of higher education. The findings provide evidence that the customer-based brand equity model can be applied to the higher education context and used to guide marketing activities for Universities internationally. (Less)
Please use this url to cite or link to this publication:
author
Clarke, Kieran
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
higher education, marketing, brand equity, Management of enterprises, Företagsledning, management
language
Swedish
id
1437358
date added to LUP
2009-06-03 00:00:00
date last changed
2012-04-02 17:43:26
@misc{1437358,
  abstract     = {This study applies brand equity theory to a higher education marketing context. The study uses the theoretical model developed by Kevin L. Keller on building customer-based brand equity and explores its application to this context. A case study research design was used to explore how four different Universities conducted international marketing activities relevant to the theoretical model. The result was an adaptation of the theoretical model for higher education. The theories consulted in this study were those concerning brand equity, and more specifically customer-based brand equity, and marketing of higher education. The findings provide evidence that the customer-based brand equity model can be applied to the higher education context and used to guide marketing activities for Universities internationally.},
  author       = {Clarke, Kieran},
  keyword      = {higher education,marketing,brand equity,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {Building Customer-Based Brand Equity in Higher Education: Applying Brand Equity Theory to an International Higher Education Marketing Context},
  year         = {2009},
}