Extending the Customer-Based Brand Equity Model to Higher Education: Evidence from Universities in Pakistan

Purpose: Research aims at investigating customer based brand equity model in universities of Pakistan. The current research examined relationship of university image, university awareness and university perceived quality with student loyalty. Design/Methodology/Approach: The quantitative research methodology followed in the current research. The survey conducted and duly filled questionnaires gathered from 842 students enrolled in universities of Islamabad Pakistan. The PLS-SEM technique based SmartPLS 4 software utilized for data analysis. The data have been reliable with cronbach’s alpha value greater than 0.7. All the outer loadings and AVE values found greater than 0.7 and 0.5 respectively representing a good measurement model. Findings: The results showed that the university awareness, university image and university perceived quality significantly and positively affect student loyalty in the universities of Islamabad Pakistan. Finally, the universities can increase student loyalty by improving university awareness, university image, and university’s perceived quality among students. Therefore, university awareness, university image and university perceived quality support in enhancing student loyalty. Implications/Originality/Value: The theoretical implication of current research has been generalization of the CBBE model in higher education sector of Pakistan