SFIMAR Research Review

Open Access Open Access  Restricted Access Subscription or Fee Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription or Fee Access

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


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

   Subscribe/Renew Journal


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.
User
Subscription Login to verify subscription
Notifications
Font Size

  • Anderson, Roland, John M. Quigley, and Mats Wilhelmsson (2004), "University Decentralization as Regional Policy: The Swedish Experiment. "Journal of Economic Geography, 4(4), 371-388.

  • Daniel A. Wren, Roger M. Atherton and Larry K. Michaelson, (1980), "Theory and Applications in Management Pedagogy: An Empirical Study", Journal of Management Spring 6: 21-31.

  • AACSB International, "The value proposition for Business Education, CIME Task force report", Ethics Education in Business Schools, 2004.

  • B Lavanya (2013), "A Study of Perceived Benefits trom Modes of Industry Academia Interface", International Monthly Retereed Journal of Research in Management & Technology, vol. 2, pp. 131-138.

  • Black, Stephen,(1971), "Industrial Relations Journal; Business Education; Management - Study and Teaching; Master of Business Administration Degree; Great Britain; Business And Secretarial Schools; Colleges, Universities, And Professional Schools" 1971, Vol. 2 Issue 4.

  • Kevin Lane Keller (2003), "Brand Synthesis: The MultiDimensionality of Brand Knowledge," Journal of Consumer Research, 29 (4), 595-600.

  • Kevin Lane Keller and Don Lehmann (2003), "How Do Brands Create Value," Marketing Management, May/June, 26-31.

  • Parikshat Singh Manhas 2012, "Brand Building of Educational Institutions through Strategic E-Learning Models", International Scientitic Electronic Conference on Urgent Issues of Discourse Theory, pp. 186-196.

  • Premchand Palety (2009), 'Good industry interface critical tor B-schools', Business Case, Business Today.

  • Randall, Kevin (2009-09-17). "Does Branding Pay Off For Colleges? Harvard Thinks So". Fast Company. Retrieved 2012-11-04.

  • Shahaida, P, Rajashekar, H., & Nargundkar, R. (2009), "A conceptual model of brand-building for B-schools: An Indian perspective", International Journal of Commerce and Management, 19(1), 58-71.

  • Shweta, Kumar & Manoj 2011, "Management Education in India: Issues and Challenges', Journal of Management & Public Policy, Vol. 3, no. 1, pp. 5.

  • Lavanya, (2013), "A Study on Perceived Benefits from Modes of Industry-Academia Interface," Research In Management &'131 Volume Il.

  • Bates and Poole (2003) & the OECD (2005), "Approaches to E-Learning Services", International Journal of u- and e-Service, Science and Technology, vol. 3, no. 4, pp. 3.

  • Bruttee, Kenneth A, (1999), Collaborative learning: Higher education, interdependence, and the authority of knowledge. Johns Hopkins University Press, 2715 North Charles Street, Baltimore, MD 21218-4363.

  • Bush-Bacelis, J. L. (1998), Innovative Pedagog-yAcademic Service-Learning tor Business Communication. Business Communication Quarterly, 63 (3).

  • Gardner, H. (2011). Creating minds: an anatomy of creativity seen through the lives of Freud, Einstein, Picasso, Stravinsky, Eliot, Graham, and Gandhi. Basic Books.

  • Hemsley-Brown J.V. and Goonawardana, S. (2007), Journal of Business Research, Vol. 60 pp. 942-948 (20p).

  • Jacobi, Maryann. College Student Outcomes Assessment: A Talent Development Perspective. ASHE-ERIC Higher Education Report No. 7, 1987. Association for the Study ot Higher Education, Dept. E, One DuPont Circle, Suite 630, Washington, DC, 1987.

  • Kaul, S. (2001), "Information resource sharing models in developing countries: a network emerging from the World Bank supported environmental management capacity building project", Inspel, 35(1), 9-26.

  • Kearsley, G. (2000), "Online education: Learning and teaching in cyberspace", (Vol. 91). Belmont, CA: Wadsworth.

  • Manhas, P. S. (2012). Role of Online Education in Building Brand Image of Educational Institutions. Journal of Economics, Finance & Administrative Science, 1 7(32).

  • Overbaugh, R. C., & Lin, S. (2006), "Student characteristics, sense of community, and cognitive achievement in web-based and lab-based learning environments", Journal of Research on Technology in Education, 39(2), 205-223.

  • Parikshat Singh Manhas 2012, "Brand Building of Educational Institutions through Strategic E-Learning Models", International Scientific Electronic Conterence on Urgent Issues of Discourse Theory, pp. 186-196.


Abstract Views: 264

PDF Views: 1




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

Abstract Views: 264  |  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