The impact of educational performance, integrated marketing and brand management on educational brand equity

摘要: Branding in universities has become a popular topic among practitioners, with institutions committing substantial financial resources to branding activities. Brand equity is regarded as very important concept business practices well academic researches because marketers can gain competitive edge from it. The purpose of this study analyze relationships between educational integrated marketing and brand equity, moderating effects performance on management equity. focuses private higher education Taiwan. research questions were addressed. In order answer these interrelated questions, structural equation modeling approach applied. study, we want extend previous efforts by drawing the construct. We present preferred theoretical model hypothesized relationships. data source survey students at bachelor level test hypotheses connected presented, two-step confirmative strategy advocated. both steps, analysis based covariance structure applying STATISTICA 10.0 LISREL 8.80.