Impact of “fee free tertiary education” on the perceived quality dimension of Student-Based Brand Equity of a South African Public Higher Education Institution
Date
2021
Authors
Kemp, Elmada
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Abstract
Background – To investigate the possible impact which the announcement of free Tertiary education for Undergraduate Students has on the Brand Equity of public Higher Education Institutions. Purpose – Concentrating on the Perceived Quality Dimension, this research will also indicate which other Consumers-based Brand Equity Dimensions the Marketing Department of University must concentrate on, to be able to mediate the effect that this announcement had on the Brand Equity of the HEI. Research Methodology – Quantitative Research approach was followed. The research was done by gathering survey data. Responses from nine hundred and thirty-three current university students were included in the sample. Confirmatory Factor Analysis and Structural equation modelling (SEM) analysis were used to confirm and analyse the data. Findings – Students in different tuition funding categories will have different perceptions of HEI's consumer-based brand equity. Research limitations –This study only included current students from one University in South Africa. The inclusion of Alumni, Staff and Prospective students in a follow-up study will allow the interpretation of the data of other important stakeholder groups in the HEI. Implications – The benefits derived from this study’s findings will enable Student Recruitment and Marketing departments to apply Brand building and Brand Management theory and refine their strategy to this niche market of Higher Education. Knowledge gained will also contribute to the understanding of Marketing Management in Higher Education Institutions in the African context
Description
A research report was submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management (in Strategic Marketing), 2021
Keywords
Higher education institutions, HEI, Consumer-based Brand Equity, South-African, #FeesMustFal, Fee Free tertiary education