Brand perceptions of a federal institute: testing and validation of a framework with IFMG’s undergraduate students
DOI:
https://doi.org/10.5902/2318133892848Keywords:
Brand management, Brand equity, Branding, Higher education institutions, IFMGAbstract
Due to the strategic importance of brand management, higher education institutions have begun to develop more robust branding strategies. This research analyzed the impact of IFMG's brand equity dimensions on undergraduate student loyalty. The research is descriptive and exploratory. Data from 212 students were analyzed using structural equation modeling and content analysis. Brand loyalty was explained by the dimensions of Employability and career, Emotional environment, Quality: professor conduct and support services and Brand awareness. IFMG conveys a positive image to students, but it’s recommended to increase brand awareness and to improve teaching practices.
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