Importance-Performance Gap Analysis of the University Brand Equity Dimensions

This study examines the gaps between the importance students place on brand equity dimensions and their perceptions of how well their university performs on each dimension. It also assesses if the brand equity dimensions differ based on student demographics including gender, class level, and their living arrangement. Data were collected from a university in the Midwestern U.S. from undergraduate students. The findings reveal significant gaps between the importance and performance perceptions of students, and that females, students living on campus, and freshman require special attention. Implications for university management and stakeholders are discussed.

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Work Title Importance-Performance Gap Analysis of the University Brand Equity Dimensions
Access
Open Access
Creators
  1. Tulay Girard
  2. Musa Pinar
License In Copyright (Rights Reserved)
Work Type Article
Publisher
  1. Atlantic Marketing Journal
Publication Date 2021
Related URLs
Deposited February 19, 2024

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Version 1
published

  • Created
  • Added Atlantic_Marketing_Journal_2020-1.pdf
  • Added Creator Tulay Girard
  • Added Creator Musa Pinar
  • Published
  • Updated Publisher, Related URLs, Publication Date Show Changes
    Publisher
    • Atlantic Marketing Association Conference
    • Atlantic Marketing Journal
    Related URLs
    • https://digitalcommons.kennesaw.edu/amj/vol10/iss1/4/
    Publication Date
    • 2021-01-01
    • 2021
  • Updated