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ENHANCING UNIVERSITY PERFORMANCE THROUGH CUSTOMER-BASED BRANDING: EVIDENCE FROM ZIMBABWE

Domain:

education
Creator:
Dr.Pro
Publisher:
Eth
Host:avatar
State-owned universities in Zimbabwe are facing intensified competition, both domestically and internationally. To survive and thrive in this competitive landscape, universities are employing various strategies, including customer-based university branding. This study aims to investigate the impact of customer-based university branding as a survival strategy for state-owned universities in Zimbabwe. The study employed a quantitative research methodology and collected data from one thousand students selected from four state-owned universities using probability sampling. The results indicate that there is a positive relationship between customer-based university branding and the capacity of state-owned universities to survive in the face of foreign competition. A conceptual framework was proposed for managing university branding from a customer-based perspective, including university brand elements, managing university communications, developing a university’s marketing strategy, and relationship management. The study provides valuable insights for university management on how to brand their respective universities from a customer-based perspective

Visit

doi.orgzenodo.org

Tags

Customer-based branding, State-owned universities, Zimbabwe, Brand elements, University communications, Marketing strategy, Relationship management.

Licenses

Creative Commons Attribution 4.0 Internationalhttps://creativecommons.org/licenses/by/4.0/legalcode

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