The impact of brand equity on students' choice of Business School.

• Main Authors: Tan, Karin Szu Ling., Toh, Sarah Kai Lynn., Lee, Delvin Fengming.
• Other Authors: Gerard Dionicio Gonzales
• Format: Final Year Project
• Language: English
• Published: 2009
• Subjects: DRNTU::Business::General::Education
• Online Access: http://hdl.handle.net/10356/15258
• Institution: Nanyang Technological University

Brand equity can create associations that can drive market positions, persist over long time periods and be capable of resisting aggressive competitors. The concept of brand equity has been heavily researched in the area of goods; however, its relation to services, particularly educational services, has not been investigated in depth. Therefore our study aims to study the impact of brand equity on a student’s choice of business school in the Singapore context. Survey questionnaires were administered to 300 first year business school students from Nanyang Business School (Nanyang Technological University), NUS Business School (National University of Singapore), and Lee Kong Chian School of Business and School of Accountancy (Singapore Management University). Data collected were analysed using factor analysis, multiple regression, correlation, and analysis of variance. Overall results showed that the brand equity influenced a student’s choice of school. Brand Loyalty influenced brand equity to a greater extent as compared with Perceived Quality and Brand Associations, while Brand Awareness was found to be insignificant. Finally, this study tested additional aspects of brand associations, Brand Personality and Perceived Value, which were positively related to brand equity.