... contradictions between the empirically approved determinants and the dimensions of brand equity in higher education. The purpose of this paper is to investigate the structural relationship between subjective norms, electronic word-of-mouth (eWOM), perceived brand credibility and brand equity, taking cross...

... and private) has increased, so has the competition for students, the universities in Turkey have faced similar challenges. The main objective of this study is to investigate, from the students' perspective, the role of interactions of brand equity dimensions in creating a strong university brand. Design...

...Ahmed Eldegwy; Tamer H. Elsharnouby; Wael Kortam Purpose The purpose of this paper is to integrate branding and higher education literature to conceptualize, develop, and empirically examine a model of university social augmenters’ brand equity. Design/methodology/approach Drawing...

..., universities’ branding attempts may not always result in success. The purpose of this paper, utilizing the concept of brand equity as a foundation of understanding, is to present a framework and scale measurements of university brand equity and its dimensions. Design/methodology/approach – Because...