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 |
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License | In Copyright (Rights Reserved) |
Work Type | Article |
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Publication Date | 2021 |
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Deposited | February 19, 2024 |
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