Exploring international student experiences in Chinese universities: Evaluating the influence of student experience on university brand equity

This study aims to identify the factors influencing international students' perceptions of a university's image and brand equity. An exploratory sequential mixed-methods research approach was employed, involving interviews and a primary survey. Six interviewees participated, revealing four major factors: cultural attractiveness, cost attractiveness, discrimination policy, and health and safety. Based on these factors, along with image and university brand equity, 167 responses were collected through the survey. A structural equation model was developed using SmartPLS on this data. The model tested nine hypotheses, of which five were accepted while four were not supported. It was found that cost attractiveness and anti-discrimination policies significantly impact Chinese universities' brand image and equity among international students, while cultural appeal and health and safety do not. Cost attractiveness and anti-discrimination policies should be optimized as primary strategies for developing the university's brand image. This study provides empirical evidence for universities to refine their strategies and increase their attractiveness to international students. Moreover, the findings extend the university brand equity theory by highlighting cost attractiveness and anti-discrimination policies as key drivers of international students' perceptions and university selection.