Investigating Customer- Based Brand Equity of Private Sector Universities of Pakistan

Abstract

This study aims is to understand and examine the customer based brand equity of
private sector universities in Pakistan. The study is based on Aaker’s well-known
conceptual model of brand equity. Data was collected from one hundreds thirty
two students enrolled in different programs in private universities of Islamabad. To
test the hypotheses of the study for causal relationship between Perceived quality,
Brand awareness, Brand Association, Brand loyalty and Brand equity, regression
model was used as the most appropriate statistical tool. The findings of the study
show that students’ perception about the quality of a university, image of the
university (brand association) and awareness level of a university have a positive
significant effect on brand equity, while students loyalty with a university was found
to have negative significant relationship with the equity of a university. In the light
of the findings and discussion, the study provides valuable theoretical and
managerial implications as well as limitations and future research directions.