BRAND RESONANCE AND STUDENTS' ENROLLMENT DECISION IN PUBLIC UNIVERSITIES IN KENYA

The increasing competition in the higher education sector has compelled universities to adopt branding strategies that foster strong and lasting relationships with prospective and current students. Among the dimensions of customer-based brand equity, brand resonance has emerged as a critical indicator of the strength of the relationship between an institution and its stakeholders. This study examined the influence of brand resonance on students' enrollment decisions in public universities in Kenya. The study was anchored on Keller's Customer-Based Brand Equity (CBBE) model, the Resource-Based View (RBV). A causal research design guided by a positivist research philosophy was adopted. The target population was 3,171 respondents drawn from management staff and students across 35 public universities in Kenya, from which a sample of 355 was selected. Data were collected using structured questionnaires administered through a blended approach of online and physical distribution, Interview schedules for the key informants(DVC, Corporate affairs and Director Linkages and resource Mobilization) was also conducted on what they do about branding. Validity was ensured through expert review, construct testing, and comparison with established measures, while Cronbach's alpha coefficient was above 0.7 hence reliable. Quantitative data were analyzed using descriptive and inferential statistics, including multiple regression analysis, with the aid of SPSS version 27. The findings revealed that brand resonance has a significant positive influence on students' enrollment decisions (β = 0.189, p = 0.001). The results indicate that students are more likely to enroll in universities with which they identify emotionally, demonstrate loyalty, feel a sense of belonging, and are willing to recommend to others. Copyright (c) The Authors. | Repository: journal.jcarm.in | Development Status: Active