I am working on a paper " Measuring brand equity of educational institute imparting professional education"
The different approaches to defining the brand construct partly stem from differing philosophies (such as product-plus and holistic branding and stakeholder perspective, i.e. a brand may be defined from the consumers' perspective and/or from the brand owner's perspective. In addition, brands are sometimes defined in terms of their purpose, and sometimes described by their characteristics.
Most of the studies had relied on Keller (1993) where brand equity is presented as a two-dimensional construct-based around brand awareness and brand image.
some papers discuss the theoretical interrelationship brand awareness, brand association and brand equity as Brand loyalty is treated as an outcome of brand equity rather than one of its dimensions.
regards
Rathish
Dr. Dhani,
Kindly find the the attached file regarding one of my researches, it may help you,
best regards,
Dr. Abdullah
Article THE HIERARCHICAL RELATIONSHIP BETWEEN BRAND EQUITY DIMENSIONS
an educational institute is also a brand. hence, a valid model will be the DREK model. differentiation, relevance, esteem, knowledge. this is widely used industry and relevant. All of these constructs have operational variable in the model. you can develop a itemized questionnaire based on this. if you want to know further on the research using this model, you can write to me at [email protected].
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