THE FACTORS EFFECT ON BRAND EQUITY IN HIGHER EDUCATION

Abstract

An issue of university development is the increasing stratification that significantly affects a higher education institution's enrollment and benefit. The higher education institution has realized that the brand increases recognized as an essential determinant of learner choice. The study identifies the components of perceived quality in higher education and examines the model of perceived quality and reputation effect on brand equity. With qualitative and quantitative research methods, the results confirm the four-factor structure of perceived quality and reputation influence brand equity in the higher education sector. The study asserts that perceived quality is considered a reflective construct, including library services, dining service, physical facilities, and academic staff responsiveness. Some managerial implications are proposed based on the research result.