Determinants of learner-centric brand equity for online universities in Gulf countries

References

• Aaker, D. (1996). Building strong brands. Free-Press.
   Google Scholar
• Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. The Free Press.
   Google Scholar
• Aaker, D. A. (2004). Leveraging the corporate brand. California Management Review, 46(3), 6–18. https://doi.org/10.1177/000812560404600301
   Web of Science ®Google Scholar
• Abbas, S. (2014). Brand management of higher educational institutions. International Journal of Innovative and Applied Research, 2(6), 151–172.
   Google Scholar
• Al-Dulaimi, Z. Y. S. (2016). Education, educational services and their quality. Journal of Marketing Management, 4(1), 58–66.
   Google Scholar
• Ali-Choudhury, R., Bennett, R., & Savani, S. (2009). University marketing directors’ views on the components of a university brand. International Review of Public and Nonprofit Marketing, 6(1), 11–33. https://doi.org/10.1007/s12208-008-0021-6
   Google Scholar
• Amos, V., & Doku, A. (2019). Black, Asian and minority ethnic student attainment at UK universities:Closing the gap. UUK/NUS report. https://www.universitiesuk.ac.uk/policy-andanalysis/reports/Documents/2019/bame-student-attainment-ukuniversities-closing-the-gap.pdf
   Google Scholar
• Anderson, J. C., & Gerbing, D. W. (1984). The effect of sampling error on convergence, improper solutions, and goodness-of-fit indices for maximum likelihood confirmatory factor analysis. Psychometrika, 49(2), 155–173. https://doi.org/10.1007/BF02294170
   Web of Science ®Google Scholar
• Armstrong, J., & Overton, T. (1977). Estimating nonresponse bias in mail surveys. Journal of Marketing Research, 14(3), 396–402. https://doi.org/10.1177/002224377701400320
   Web of Science ®Google Scholar
• Baker, C., Nancarrow, C., & Tinson, J. (2005). The mind versus market share guide to brand equity. International Journal of Market Research, 47(5), 523–540. https://doi.org/10.1177/147078530504700505
   Web of Science ®Google Scholar
• Bennett, R., & Ali-Choudhury, R. (2009). Prospective students’ perceptions of university brands: An empirical study. Journal of Marketing for Higher Education, 19(1), 85–107. https://doi.org/10.1080/08841240902905445
   Google Scholar
• Bennett, R., & Kottasz, R. (2006). Widening participation and student expectations of higher education. International Journal of Management Education, 5(2), 47–65. https://doi.org/10.1108/HESWBL-08-2014-0041
   Google Scholar
• Boyle, M. (2004). Walking our talk: Business schools, legitimacy, and citizenship. Business and Society, 43(1), 37–68. https://doi.org/10.1177/0007650303262638
   Google Scholar
• Brewer, A., & Zhao, J. (2010). The impact of a pathway college on reputation and brand awareness for its affiliated university in Sydney. International Journal of Educational Management, 24(1), 34–47. https://doi.org/10.1108/09513541011013033
   Google Scholar
• Buil, I., Martínez, E., & de Chernatony, L. (2013). The influence of brand equity on consumer responses. Journal of Consumer Marketing, 30(1), 62–74. https://doi.org/10.1108/07363761311290849
   Google Scholar
• Cadogan, J. (2010). Comparative, cross-cultural, and cross-national research: A comment on good and bad practice. International Marketing Review, 27(6), 601–605. https://doi.org/10.1108/02651331011088245
   Web of Science ®Google Scholar
• Carvalho, L., Brandão, A., & Pinto, L. H. (2020). Understanding the importance of eWOM on higher education institutions’ brand equity. Journal of Marketing for Higher Education, DOI: 10.1080/08841241.2020.1788196
   PubMed Web of Science ®Google Scholar
• Chang, S.-J., Witteloostuijn, A. V., & Eden, L. (2010). From the editors: Common method variance in international business research. Journal of International Business Studies, 41(2), 178–184. https://doi.org/10.1057/jibs.2009.88
   Web of Science ®Google Scholar
• Chapleo, C., & Clark, P. (2016). Branding a tertiary institution by committee: An exploration of internal brand analysis and management processes. Journal of Brand Management, 23(6), 631–647. https://doi.org/10.1057/s41262-016-0009-1
   Web of Science ®Google Scholar
• Chatzipanagiotou, K., Veloutsou, C., & Christodoulides, G. (2016). Decoding the complexity of the consumer-based brand-equity process. Journal of Business Research, 69(11), 5479–5486. https://doi.org/10.1016/j.jbusres.2016.04.159
   Web of Science ®Google Scholar
• Chen, R. (2008). Financial aid and student dropout in higher education: A heterogeneous research approach. In J. C. Smart (Ed.), Higher education: Handbook of theory and research. 23 (pp. 209–239). Springer.
   Google Scholar
• Chin, W. W. (1998). The partial least squares approach for structural equation modeling’. In G. A. Macoulides (Ed.), Modern Methods for Business research (pp. 295–336). Lawrence Erlbaum Associates.
   Google Scholar
• Cubillo, M. J., Sánchez, J., & Cerviño, J. (2006). International students’ decision-making process. International Journal of Educational Management, 20(2), 101–115. https://doi.org/10.1108/09513540610646091
   Google Scholar
• Datta, H., Ailawadi, K. L., & van Heerde, H. J. (2017). How well does consumer-based brand equity align with sales-based brand equity and marketing mix response? Journal of Marketing, 81(3), 1–20. https://doi.org/10.1509/jm.15.0340
   Web of Science ®Google Scholar
• Davcik, N., da Silva, V., & Hair, R., & F, J. (2015). Towards a unified theory of brand equity: Conceptualizations, taxonomy and avenues for future research. Journal of Product and Brand Management, 24(1), 3–17. https://doi.org/10.1108/JPBM-06-2014-0639
   Web of Science ®Google Scholar
• Delgado-Ballester, E., & Munuera-Aleman, J. L. (2005). Does brand trust matter to brand equity? Journal of Product & Brand Management, 14(3), 187–196. https://doi.org/10.1108/10610420510601058
   Google Scholar
• Eldegwy, A., Elsharnouby, T. H., & Kortam, W. (2018). How sociable is your university brand?. International Journal of Educational Management, 32(5), 912–930. https://doi.org/10.1108/IJEM-12-2017-0346
   Web of Science ®Google Scholar
• El-Kogali, S. E. T., & Krafft, C. (2020). Expectations and aspirations: A new framework for education in the Middle East and North Africa. World Bank.
   Google Scholar
• Endo, A. C. B., Farias, L. A., & Coelho, P. S. (2019). Service branding from the perspective of higher education administrators. Marketing Intelligence & Planning, 37(4), 401–416. https://doi.org/10.1108/MIP-06-2018-0237
   Web of Science ®Google Scholar
• Erdem, T., Swait, J., & Valenzuela, A. (2006). Brands as signals: A cross-cultural validation study. Journal of Marketing, 70(January), 34–49. https://doi.org/10.1509/jmkg.70.1.034.qxd
   Web of Science ®Google Scholar
• Farjam, S., & Hongyi, X. (2015). Reviewing the concept of brand equity and evaluating consumer based brand equity (CBBE) models. International Journal of Management Science and Business Administration, 1(8), 14–29. https://doi.org/10.18775/ijmsba.1849-5664-5419.2014.18.1002
   Google Scholar
• Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18(3), 382–388. https://doi.org/10.1177/002224378101800313
   Web of Science ®Google Scholar
• Freeman, R. E., Wicks, A. C., & Parmar, B. (2004). Stakeholder theory and the corporate objective revisited. The Institute for Operations Research and the Management Sciences, 15(3), 364–369. https://doi.org/10.1287/orsc.1040.0066
   Google Scholar
• Furey, S., Springer, P., & Parsons, C. (2014). Positioning university as a brand: Distinctions between the brand promise of Russell group, 1994 group, university alliance, and million+ universities. Journal of Marketing for Higher Education, 24(1), 99–121. https://doi.org/10.1080/08841241.2014.919980
   Google Scholar
• Gabbott, M., & Jevons, C. (2009). Brand community in search of theory: An endless spiral of ambiguity. Marketing Theory, 9(1), 119–122. https://doi.org/10.1177/1470593108100066
   Web of Science ®Google Scholar
• Gatfield, T., Braker, B., & Graham, P. (1999). Measuring communication impact of university advertising materials. Corporate Communications: An International Journal, 4(2), 73–79. https://doi.org/10.1108/13563289910268106
   Google Scholar
• Girard, T., & Pinar, M. (2020). An empirical study of the dynamic relationships between the core and supporting brand equity dimensions in higher education. Journal of Applied Research in Higher Education, 13(3), 710–740, https://doi.org/10.1108/JARHE-04-2020-0097
   Web of Science ®Google Scholar
• Gray, B. J., Fan, K. S., & Llanes, V. A. (2003). Branding universities in Asian markets. Journal of Product & Brand Management, 12(2/3), 108–120. https://doi.org/10.1108/10610420310469797
   Google Scholar
• Gutman, J., & Miaoulis, G. (2003). Communicating a quality position in service delivery: An application in higher education. Managing Service Quality: An International Journal, 13(2), 105–111. https://doi.org/10.1108/09604520310466798
   Google Scholar
• Guzmán, F., & Becker-Olsen, K. L. (2010). Strategic corporate social responsibility: A brand building tool. In C. Louche, S. O. Idowu, & W. L. Filho (Eds.), Innovative corporate social responsibility: From risk management to value creation (pp. 196–219). Greenleaf Publishing.
   Google Scholar
• Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis, 5th ed. Prentice Hall.
   Google Scholar
• Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis. Pearson.
   Google Scholar
• Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM). European Business Review, 26, 106–121.
   Google Scholar
• Hemsley-Brown, J., & Goonawardana, S. (2007). Brand harmonization in the international higher education market. Journal of Business Research, 60(9), 942–948. https://doi.org/10.1016/j.jbusres.2007.01.019
   Web of Science ®Google Scholar
• Hemsley-Brown, J., Melewar, T. C. C., Nguyen, B., & Wilson, E. J. (2016). Exploring brand identity, meaning, image, and reputation (BIMIR) in higher education: A special section. Journal of Business Research, 69(8), 3019–3022. https://doi.org/10.1016/j.jbusres.2016.01.016
   Web of Science ®Google Scholar
• Herrero-Crespo, Á, Gutiérrez, S. M., & Garcia-Salmones, H., & M, M. D. (2016). Influence of country image on country brand equity: Application to higher education services. International Marketing Review, 33(5), 691–714. https://doi.org/10.1108/IMR-02-2015-0028
   Web of Science ®Google Scholar
• Hsu, K. T. (2012). The advertising effects of corporate social responsibility on corporate reputation and brand equity: Evidence from the life insurance industry in Taiwan. Journal of Business Ethics, 109(2), 189–201. https://doi.org/10.1007/s10551-011-1118-0
   Web of Science ®Google Scholar
• Huber, R. M. (1992). Why not run a college like a business? Across the Board, 29(11), 28–32.
   Google Scholar
• Jung, J., & Sung, E. (2008). Consumer-based brand equity comparisons among Americans and South Koreans in the USA and South Koreans in Korea. Journal of Fashion Marketing and Management: An International Journal, 12(1), 24–35. https://doi.org/10.1108/13612020810857925
   Google Scholar
• Kaiser, H. (1974). An index of factorial simplicity. Psychometrika, 39(1), 31–36. https://doi.org/10.1007/BF02291575
   Web of Science ®Google Scholar
• Keller, K. (1993a). Memory retrieval factors and advertising effectiveness. In M. A. Andrew (Ed.), Advertising Exposure, Memory, and Choice (pp. 11–48).
   Google Scholar
• Keller, K. L. (1993b). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22. https://doi.org/10.1177/002224299305700101
   Web of Science ®Google Scholar
• Khanna, M., Jacob, I., & Yadav, N. (2014). Identifying and analyzing touchpoints for building a higher education brand. Journal of Marketing for Higher Education, 24(1), 122–143. https://doi.org/10.1080/08841241.2014.920460
   Google Scholar
• Kim, W. G., & Kim, H. B. (2004). Measuring customer-based restaurant brand equity: Investigating the relationship between brand equity and firms’ performance. Cornell Hotel and Restaurant Administration Quarterly, 45(2), 115–131. https://doi.org/10.1177/0010880404264507
   Google Scholar
• Kinnear, T. C., & Taylor, J. R. (1996). Marketing Research: an Applied approach (5th ed.). McGraw Hill.
   Google Scholar
• Land, S., Hannafin, M., & Oliver, K. (2012). Student-centered learning environments: Foundations, assumptions and design. In D. Jonassen & S. Land (Eds.), Theoretical Foundations of learning environments (pp. 3–26). Routledge.
   Google Scholar
• LeBlanc, G., & Nguyen, N. (1996). Cues used by customers evaluating corporate image in service firms: An empirical study in financial institutions. International Journal of Service Industries Management, 7(2), 44–56. https://doi.org/10.1108/09564239610113460
   Google Scholar
• Lin, L. Y., & Chen, C. S. (2006). The influence of the country-of-origin image, product knowledge and product involvement on consumer purchase decisions: An empirical study of insurance and catering services in Taiwan. Journal of Consumer Marketing, 23(5), 248–265. https://doi.org/10.1108/07363760610681655
   Google Scholar
• Lynch, K. (2006). Neo-liberalism and marketisation: The implications for higher education. European Educational Research Journal, 5(1), 1–17. https://doi.org/10.2304/eerj.2006.5.1.1
   Google Scholar
• Mampaey, J., Schtemberg, V., Schijns, J., Huisman, J., & Wæraas, A. (2020). Internal branding in higher education: Dialectical tensions underlying the discursive legitimation of a new brand of student diversity. Higher Education Research & Development, 39(2), 230–243. https://doi.org/10.1080/07294360.2019.1674252
   Web of Science ®Google Scholar
• Mampaey, J., & Zanoni, P. (2014). Managing legitimacy in the educational quasi-market: A study of ethnically diverse, inclusive schools in flanders. British Educational Research Journal, 40(2), 353–372. https://doi.org/10.1002/berj.3087
   Web of Science ®Google Scholar
• Moogan, Y., Baron, S., & Bainbridge, S. (2001). Timings and trade-offs in the marketing of higher education courses: A conjoint approach. Marketing Intelligence & Planning, 19(3), 179–187. https://doi.org/10.1108/02634500110391726
   Google Scholar
• Mourad, M., Ennew, C., & Kortam, W. (2011). Brand equity in higher education. Marketing Intelligence & Planning, 29(4), 403–420. https://doi.org/10.1108/02634501111138563
   Google Scholar
• Mourad, M., Meshreki, H., & Sarofim, S. (2020). Brand equity in higher education: Comparative analysis. Studies in Higher Education, 45(1), 209–231. https://doi.org/10.1080/03075079.2019.1582012
   Web of Science ®Google Scholar
• Muniz, F., Guzmán, F., Paswan, A. K., & Crawford, H. J. (2019). The immediate effect of corporate social responsibility on consumer-based brand equity. Journal of Product & Brand Management, 28(7), 864–879. https://doi.org/10.1108/JPBM-09-2018-2016
   Web of Science ®Google Scholar
• Naidoo, C., & Abratt, R. (2018). Brands that do good: Insight into social brand equity. Journal of Brand Management, 25(1), 3–13. https://doi.org/10.1057/s41262-017-0072-2
   Web of Science ®Google Scholar
• Ng, I. C. L., & Forbes, J. (2009). Education as service: The understanding of university experience through the service logic. Journal of Marketing for Higher Education, 19(1), 38–64. https://doi.org/10.1080/08841240902904703
   Google Scholar
• Nghia, T. L., Giang, H. T., & Quyen, V. P. (2019). At-home international education in Vietnamese universities: Impact on graduates’ employability and career prospects. Higher Education, 78(5), 817–834. https://doi.org/10.1007/s10734-019-00372-w
   Web of Science ®Google Scholar
• Nunnally, J. (1978). Psychometric methods. McGraw-Hill.
   Google Scholar
• Pappu, R., Quester, P. G., & Cooksey, R. W. (2005). Consumer-based brand equity: Improving the measurement – empirical evidence. Journal of Product & Brand Management, 14(3), 143–154. https://doi.org/10.1108/10610420510601012
   Google Scholar
• Pappu, R., Quester, P. G., & Cooksey, R. W. (2006a). Consumer-based brand equity and country-of-origin relationships. European Journal of Marketing, 40(5/6), 696–717. https://doi.org/10.1108/03090560610657903
   Web of Science ®Google Scholar
• Pappu, R., Quester, P. G., & Cooksey, R. W. (2006b). Consumer-based brand-equity and country-of origin relationships: Some empirical evidence. European Journal of Marketing, 40(5/6), 696–717. https://doi.org/10.1108/03090560610657903
   Web of Science ®Google Scholar
• Pinar, M., Girard, T., & Basfirinci, C. (2020). Examining the relationship between brand equity dimensions and university brand equity: An empirical study in Turkey. International Journal of Educational Management, 34(7), 1119–1141. https://doi.org/10.1108/IJEM-08-2019-0313
   Web of Science ®Google Scholar
• Pinar, M., Trapp, P., Girard, T., & Boyt, T. E. (2011). Utilizing brand-ecosystem for branding and building brand equity in higher-education. International Journal of Educational Management, 25(7), 724–739. https://doi.org/10.1108/09513541111172126
   Google Scholar
• Pinar, M., Trapp, P., Girard, T., & Boyt, T. E. (2014). University brand equity: An empirical investigation of its dimensions. International Journal of Educational Management, 28(6), 616–634. https://doi.org/10.1108/IJEM-04-2013-0051
   Google Scholar
• Podsakoff, P. M., MacKenzie, S. B., & Podsakoff, N. P. (2012). Sources of method bias in social science research and recommendations on how to control it. Annual Review of Psychology, 63(1), 539–569. https://doi.org/10.1146/annurev-psych-120710-100452
   PubMed Web of Science ®Google Scholar
• Pride, W. M., Elliot, G., Rundle-Thiele, S., Waller, D., Paladino, A., & Ferrall, O. C. (2006). Marketing: Core concepts and applications. John Wiley & Sons Australia Ltd.
   Google Scholar
• Rauschnabel, P. A., Krey, N., Babin, B. J., & Ivens, B. S. (2016). Brand management in higher education: The university brand personality scale. Journal of Business Research, 69(8), 3077–3086. https://doi.org/10.1016/j.jbusres.2016.01.023
   Web of Science ®Google Scholar
• Reinhart, C., & Reinhart, V. (2020). The pandemic depression: The global economy will never be the same. Foreign Affairs, (Sept/Oct), 84–95.
   Google Scholar
• Retamosa, M., Millan, A., & Moital, M. (2019). Does the type of degree predict different levels of satisfaction and loyalty? A brand equity perspective. Corporate Reputation Review, 23, 57–77. https://doi.org/10.1057/s41299-019-00073-1
   Web of Science ®Google Scholar
• Rooksby, J., & Collins, C. (2016). Trademark trends and brand activity in higher education. Review of Higher Education, 40(1), 33–61. https://doi.org/10.1353/rhe.2016.0037
   Web of Science ®Google Scholar
• Salto, D. J. (2017). To profit or not to profit: The private higher education sector in Brazil. Higher Education, 75(5), 1–17. https://doi.org/10.1007/s10734-017-0171-8
   Web of Science ®Google Scholar
• Sataøen, H. L. (2015). Higher education as object for corporate and nation branding: Between equality and flagships. Journal of Higher Education Policy and Management, 37(6), 702–717. https://doi.org/10.1080/1360080X.2015.1102822
   Web of Science ®Google Scholar
• Saurombe, M., Barkhuizen, E. N., & Schutte, N. E. (2017). Management perceptions of a higher educational brand for the attraction of talented academic staff. South African Journal of Human Resource Management, 15(5), 8–31. https://doi.org/10.4102/sajhrm.v15i0.831
   Google Scholar
• Sheng, M. L., & Teo, T. (2012). Product attributes and brand equity in the mobile domain: The mediating role of customer experience. International Journal of Information Management, 32(2), 139–146. https://doi.org/10.1016/j.ijinfomgt.2011.11.017
   Web of Science ®Google Scholar
• Sujchaphong, N., Nguyen, B., & Melewar, T. C. (2015). Internal branding in universities and the lessons learnt from past: The significance of employee brand support and transformational leadership. Journal of Marketing for Higher Education, 25(2), 224–237. https://doi.org/10.1080/08841241.2015.1040104
   Web of Science ®Google Scholar
• Sultan, P., & Yin Wong, H. (2014). An integrated-process model of service quality, institutional brand and behavioural intentions: The case of a university’. Managing Service Quality, 24(5), 487–521. https://doi.org/10.1108/MSQ-01-2014-0007
   Google Scholar
• Tong, X., & Hawley, J. M. (2009). Measuring customer-based brand equity: Empirical evidence from the sportswear market in China. The Journal of Product and Brand Management, 18(4), 262–271. https://doi.org/10.1108/10610420910972783
   Google Scholar
• Torelli, C. J., Monga, A. B., & Kaikati, A. M. (2012). Doing poorly by doing good: Corporate social responsibility and brand concepts. Journal of Consumer Research, 38(5), 948–963. https://doi.org/10.1086/660851
   Web of Science ®Google Scholar
• UNESCO. (2020). Digital higher education. https://en.unesco.org/themes/higher-education/digital
   Google Scholar
• Williams, R. J., Osei, C., & Omar, M. (2012). Higher Education Institution branding as a component of country branding in Ghana: Renaming Kwame Nkrumah University of Science and technology. Journal of Marketing for Higher Education, 22(1), 71–81. https://doi.org/10.1080/08841241.2012.705795
   Google Scholar
• Williams, R. L., & Omar, M. (2014). Applying brand management to higher education through the use of the brand flux ModelTM – the case of arcadia university. Journal of Marketing for Higher Education, 24(2), 222–242. https://doi.org/10.1080/08841241.2014.973471
   Google Scholar
• Yoo, X., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(April), 1–14. https://doi.org/10.1016/S0148-2963(99)00098-3
   Google Scholar
• Yousaf, S., Fan, X., & Laber, F. (2020). Branding China through the internationalization of higher education sector: An international students’ perspective from China. Journal of Marketing for Higher Education, 30(2), 161–179. https://doi.org/10.1080/08841241.2019.1710890
   Web of Science ®Google Scholar