Collection Title:	SIU IS
Title :	Measuring Customer Based Brand Equity: A Case of MBA Colleges of Nepal
Material Type:	printed text
Authors:	Deepak Thapa, Author ; Wilaiporn Laohakosol, Associated Name ; Pushkar Sharma, M. Phil, Associated Name
Publisher:	Bangkok: Shinawatra University
Publication Date:	2016
Pagination:	x, 71 p.
Layout:	ill, Tables
Size:	30 cm.
Price:	500.00
General note:	SIU IS: SOM-MBA-2016-N06 IS [MS. [MBA]] -- Shinawatra University, 2016
Languages :	English (eng)
Descriptors:	[LCSH]Branding
Keywords:	Brand equity, MBA colleges, Customer based brand equity, Educational brand, Branding, Perceived quality
Abstract:	Brand equity become increasingly important for institutions both service and manufacturing as the consumer perception of brand equity have impact on institutional branding. The concept of customer based brand equity in educational sector is a new phenomenon as education is the high credence service. In Nepal such types of study is lacking, to address the gap, this research has been conducted to measure and analyze consumer based brand equity of MBA colleges and signify the importance of brand equity for educational institutions. The study intends to recommend the suggestion for building and developing brand equity for educational institutions. The research adopted a qualitative approach to acquire insights of 264 respondents on the area of study, who have been preparing for MBA entrance exam. The analysis of acquired data reveals that most of the prospective respondents are aware about the MBA colleges. They are known about the colleges and familiar with the programs and their brand equity. Among the selected five MBA colleges for study it has been found that some of the MBA colleges are in preference for MBA degree based on placement quality, intellectual capital and recognition and relevance of degree for professional life. The overall brand value analysis reveals that some MBA colleges has strength in differentiation, image, recognition and relevance which contributes in development of positive perception about MBA colleges. There are areas of improvement for colleges in overall brand value assessment attributes while influencing the perception the customer via using integrated communication means for communication and awareness For enhancing brand equity MBA colleges need to use integrated marketing communication means with focus on social media based communication. For building and sustaining brand equity strategic thrust is required with focus on core area of overall brand value assessment attributes. It is vital for MBA colleges to differentiate themselves and build a strong brand in a cluttered education market with the use of right communication tools. The recognition of brand equity has an awareness dimension, thus familiarity to the brand is largely driven by marketing activities including advertising, publicity and word of mouth. In educational branding referral plays vital role as the loyalty dimension of brand equity is largely associated with positive word of mouth. Thus, tools of marketing communication serve important influencers on the overall brand equity. The college administration need to develop and initiate programs to enhance brand equity, which will have impact on perceive quality of colleges and appears to be vital in building strong and well-differentiated brands that can influence the consumers’ decision-making.
Curricular :	BBA/MBA
Record link:	http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=26914

SIU IS. Measuring Customer Based Brand Equity: A Case of MBA Colleges of Nepal [printed text] / Deepak Thapa, Author ; Wilaiporn Laohakosol, Associated Name ; Pushkar Sharma, M. Phil, Associated Name . - [S.l.] : Bangkok: Shinawatra University, 2016 . - x, 71 p. : ill, Tables ; 30 cm.
500.00
SIU IS: SOM-MBA-2016-N06
IS [MS. [MBA]] -- Shinawatra University, 2016
Languages : English (eng)

Descriptors:	[LCSH]Branding
Keywords:	Brand equity, MBA colleges, Customer based brand equity, Educational brand, Branding, Perceived quality
Abstract:	Brand equity become increasingly important for institutions both service and manufacturing as the consumer perception of brand equity have impact on institutional branding. The concept of customer based brand equity in educational sector is a new phenomenon as education is the high credence service. In Nepal such types of study is lacking, to address the gap, this research has been conducted to measure and analyze consumer based brand equity of MBA colleges and signify the importance of brand equity for educational institutions. The study intends to recommend the suggestion for building and developing brand equity for educational institutions. The research adopted a qualitative approach to acquire insights of 264 respondents on the area of study, who have been preparing for MBA entrance exam. The analysis of acquired data reveals that most of the prospective respondents are aware about the MBA colleges. They are known about the colleges and familiar with the programs and their brand equity. Among the selected five MBA colleges for study it has been found that some of the MBA colleges are in preference for MBA degree based on placement quality, intellectual capital and recognition and relevance of degree for professional life. The overall brand value analysis reveals that some MBA colleges has strength in differentiation, image, recognition and relevance which contributes in development of positive perception about MBA colleges. There are areas of improvement for colleges in overall brand value assessment attributes while influencing the perception the customer via using integrated communication means for communication and awareness For enhancing brand equity MBA colleges need to use integrated marketing communication means with focus on social media based communication. For building and sustaining brand equity strategic thrust is required with focus on core area of overall brand value assessment attributes. It is vital for MBA colleges to differentiate themselves and build a strong brand in a cluttered education market with the use of right communication tools. The recognition of brand equity has an awareness dimension, thus familiarity to the brand is largely driven by marketing activities including advertising, publicity and word of mouth. In educational branding referral plays vital role as the loyalty dimension of brand equity is largely associated with positive word of mouth. Thus, tools of marketing communication serve important influencers on the overall brand equity. The college administration need to develop and initiate programs to enhance brand equity, which will have impact on perceive quality of colleges and appears to be vital in building strong and well-differentiated brands that can influence the consumers’ decision-making.
Curricular :	BBA/MBA
Record link:	http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=26914