Assessing the brand equity dimensions of the largest university in Nepal: A study of Tribhuvan University governance

Higher education administrators have learned that conventional branding initiatives that focus on identifying and promoting are insufficient to build solid institutional brands in the face of local and global competition (Jevons, 2006). The study’s primary goal was to explore the factors influencing brand equity (BE) at Tribhuvan University (TU). A quantitative technique was employed to gather, present, and analyze the survey data. Primary data was gathered using a standardized questionnaire with a six-point Likert scale. The study’s population was all the students of TU, and the sample size was 1050 students. A convenient sampling method was used in the study. A causal-comparative research approach was used in the study. The consequence of BE dimensions on BE was identified through path analysis using structural equation modeling (SEM). The result of the study disclosed that the university’s physical environment has no substantial role in BE development. However, the brand’s reputation, awareness, perceived quality, and brand loyalty play a significant role in the development of the university’s BE in Nepalese university. The study’s findings serve future researchers and policymakers in comprehending the brand equity dimensions (BEDs) of higher education institutions.