A Comparison of Higher Education Brand Equity of Faculties of Engineering at Three Public Universities in Yazd Province

Nadizadeh Ardakani, Ali; Moubed, Mitra; Hamidi, Reihane

doi:10.48301/kssa.2021.272375.1385

A Comparison of Higher Education Brand Equity of Faculties of Engineering at Three Public Universities in Yazd Province

Document Type : Original Article

Authors

Ali Nadizadeh Ardakani ¹

Mitra Moubed ¹

Reihane Hamidi ²

¹ Assistant Professor, Department of Industrial Engineering, Faculty of Engineering, Ardakan University, Ardakan, Iran.

² BSc, Department of Industrial Engineering, Faculty of Engineering, Ardakan University, Ardakan, Iran.

10.48301/kssa.2021.272375.1385

Abstract

The rapid growth of higher education and universities in today’s competitive markets have led to the special importance of a university brand for its stakeholders. In this research, different dimensions of brand equity were investigated for the Faculty of Engineering at three different public universities in Yazd Province. A questionnaire was developed using previous research and the current paper conceptual framework. The validity and reliability of the questionnaires were confirmed by expert opinions and Cronbach’s alpha test. First, the normality of data was checked and confirmed using SPSS software. Then, the factors of brand equity model in the conceptual model were tested, compared and ranked using the ANOVA test. Based on the results, in terms of brand equity, the three Yazd Province public universities were ranked in the order mentioned: (1) Yazd University, (2) Ardakan University and (3) Meybod University. This research could lead to university managers to have a better understanding of their organization’s brand equity from the students’ point of view. Therefore, better plans can be made to promote the university brand. Business and marketing managers can also use the model and method used in this paper to determine and improve their organization’s brand equity from the customers’ and other stakeholders’ points of view.

Keywords

Higher Education Marketing University

Brand Equity

Brand Image

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