DIMENSIONS IN BRAND EQUITY

This study intends to analyse the dimensions of brand equity on higher education institutions. The study adds to the literature by investigating the dimensions of brand equity in higher education sector. Given that India has the world’s fastest-growing higher education sector, this study gives insights into Indian customers’ opinions of brand equity components. Based on Aaker’s well-known conceptual framework of brand equity, this study used correlation and regression to evaluate the links between the four aspects of brand equity and overall brand equity in higher education institutions. The current study included 635 first-year engineering students from Tamil Nadu, India. This conclusion implies that durenes, academic administrators, and brand managers should examine the relative relevance of The proportional value of brand equity in their overall brand equity evaluation and therefore to focus their efforts mostly on customer loyalty and perceived