Building Strong University Brand Equity Through Public Relations

Abstract

Notwithstanding the growing body of research on how to achieve brand equity for higher institutions of education, limited attention has been given to the role of public relations (PR) in achieving brand equity for universities. Using the signalling theory, this chapter examines the effect of PR as a mediating variable between university brand image, identity and reputation, and university brand equity. Data from 448 university students was analysed using Smart-PLS. The result shows that university's brand image, identity, and reputation have a significant direct influence on university brand equity. The result further shows that PR significantly mediates the relationships between university brand image, identity and reputation, and university brand equity. Theoretical and managerial implications of these findings are discussed in detail in the chapter.