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An Empirical Analysis on Brand Equity Building of Leading Private Business Schools


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1 St. Francis Institute of Management of Research, Mumbai, India
     

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The purpose of this research is to identity the brand building variables that positively influence the brand equity building of leading private Business schools, and thereby proposes a research frame work that gives good understanding of factors influencing brand equity building of private business schools. It is undeniable tact that management education across the globe is facing a unique crisis in the current scenario, wherein, all the aspects of business education such as poor admission in business schools, business schools getting closed, the lakh of quality of education, poorly designed curriculum, traditional teaching methodology, governance and accountability, etc. are major concerns and challenges facing Indian business education. Depending on the purpose of the study and the nature of the phenomenon, the descriptive design is undertaken and quantitative research has been used so as to make use of survey questionnaires to collect the primary data trom MBA students and simple random sampling has been used in sample design. The existing teaching-learning frame work followed in the business schools were studied along with the theories of brand building so as to establish a theoretical frame work and the empirics were collected by structured questionnaires. Questionnaire measures the opinion of respondents on brand equity building of private business schools, Tamil Nadu. This research trame work was subjected to the test using SPSS AMOS to determine, whether or not, the brand equity variables contribute to building personal competency leading to acceptance of research frame work. This study results have clearly revealed that there is significant relationship between all the brand building variables and building personal competency, thereby leading to the acceptance of research frame work. Without the least doubt, the findings and the successful application of the identified brand-building variables drawn from this frame work will be highly remarkable, rewarding and beneficial in the context of achieving brand building and promotion of any business school education in India.

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  • An Empirical Analysis on Brand Equity Building of Leading Private Business Schools

Abstract Views: 263  |  PDF Views: 1

Authors

Simeon S. Simon
St. Francis Institute of Management of Research, Mumbai, India

Abstract


The purpose of this research is to identity the brand building variables that positively influence the brand equity building of leading private Business schools, and thereby proposes a research frame work that gives good understanding of factors influencing brand equity building of private business schools. It is undeniable tact that management education across the globe is facing a unique crisis in the current scenario, wherein, all the aspects of business education such as poor admission in business schools, business schools getting closed, the lakh of quality of education, poorly designed curriculum, traditional teaching methodology, governance and accountability, etc. are major concerns and challenges facing Indian business education. Depending on the purpose of the study and the nature of the phenomenon, the descriptive design is undertaken and quantitative research has been used so as to make use of survey questionnaires to collect the primary data trom MBA students and simple random sampling has been used in sample design. The existing teaching-learning frame work followed in the business schools were studied along with the theories of brand building so as to establish a theoretical frame work and the empirics were collected by structured questionnaires. Questionnaire measures the opinion of respondents on brand equity building of private business schools, Tamil Nadu. This research trame work was subjected to the test using SPSS AMOS to determine, whether or not, the brand equity variables contribute to building personal competency leading to acceptance of research frame work. This study results have clearly revealed that there is significant relationship between all the brand building variables and building personal competency, thereby leading to the acceptance of research frame work. Without the least doubt, the findings and the successful application of the identified brand-building variables drawn from this frame work will be highly remarkable, rewarding and beneficial in the context of achieving brand building and promotion of any business school education in India.

Keywords


No Keywords.

References