Mahrinasari, Mahrinasari and Pandjaitan, Dorothy Rouly H. (2022) Student perception on university brand equity during pandemics. In: Proceedings of the International Seminar of Contemporary Research on Business and Management (ISCRBM 2021), 18 December 2021, Jakarta, Indonesia.
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Abstract
ABSTRACT: The COVID-19 pandemic has affected various fields, including higher educationinstitutions. Changes in policies and norms cause universities to adjust to the brand equity-buildingstrategies that have been carried out. The purpose of this study was to investigate student percep-tions of the dimensions of university brand equity during the COVID-19 pandemic. This researchwas conducted at a private university in Lampung. The samples taken were 400 people with thecriteria that they had become students during the pre-pandemic, during the pandemic, and post-pandemic. The research results found a significant relationship among the dimensions of universitybrand equity (brand awareness, perceived quality, brand association, learning environment, emo-tional environment, brand trust, brand loyalty, and university reputation). Therefore, brand equitydimensions affect the student learning experience in creating a solid university brand equity.Keywords: brand equity, university branding, higher education, marketing.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Subjects: | A General Works > AC Collections. Series. Collected works |
| Divisions: | Fakultas Ekonomi dan Bisnis (FEB) > Prodi Manajemen |
| Depositing User: | Dr DOROTHY ROULY PANDJAITAN |
| Date Deposited: | 08 Nov 2022 00:57 |
| Last Modified: | 08 Nov 2022 00:57 |
| URI: | http://repository.lppm.unila.ac.id/id/eprint/46339 |
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