Submit a Manuscript

Dutch Journal of Finance and Management

Brand Equity Influence on the Adoption of Professional Learning Courses: A Case of BA ISAGO University
Douglas Chiguvi 1 * , P. T. Guruwo 1, R. Tadu 2
More Detail
1 Department of Entrepreneurship, BA ISAGO University, Gaborone, BOTSWANA
2 Academic Affairs and Research, BA ISAGO University, Gaborone, BOTSWANA
* Corresponding Author
Full Text (PDF)
Research Article

Dutch Journal of Finance and Management, 2020 - Volume 4 Issue 2, Article No: em0064
https://doi.org/10.29333/djfm/8423

Published Online: 30 Jul 2020

Views: 2950 | Downloads: 1593

Open Access
How to cite this article
APA 6th edition
In-text citation: (Chiguvi et al., 2020)
Reference: Chiguvi, D., Guruwo, P. T., & Tadu, R. (2020). Brand Equity Influence on the Adoption of Professional Learning Courses: A Case of BA ISAGO University. Dutch Journal of Finance and Management, 4(2), em0064. https://doi.org/10.29333/djfm/8423
Vancouver
In-text citation: (1), (2), (3), etc.
Reference: Chiguvi D, Guruwo PT, Tadu R. Brand Equity Influence on the Adoption of Professional Learning Courses: A Case of BA ISAGO University. DUTCH J FINANCE MANA. 2020;4(2):em0064. https://doi.org/10.29333/djfm/8423
AMA 10th edition
In-text citation: (1), (2), (3), etc.
Reference: Chiguvi D, Guruwo PT, Tadu R. Brand Equity Influence on the Adoption of Professional Learning Courses: A Case of BA ISAGO University. DUTCH J FINANCE MANA. 2020;4(2), em0064. https://doi.org/10.29333/djfm/8423
Chicago
In-text citation: (Chiguvi et al., 2020)
Reference: Chiguvi, Douglas, P. T. Guruwo, and R. Tadu. "Brand Equity Influence on the Adoption of Professional Learning Courses: A Case of BA ISAGO University". Dutch Journal of Finance and Management 2020 4 no. 2 (2020): em0064. https://doi.org/10.29333/djfm/8423
Harvard
In-text citation: (Chiguvi et al., 2020)
Reference: Chiguvi, D., Guruwo, P. T., and Tadu, R. (2020). Brand Equity Influence on the Adoption of Professional Learning Courses: A Case of BA ISAGO University. Dutch Journal of Finance and Management, 4(2), em0064. https://doi.org/10.29333/djfm/8423
MLA
In-text citation: (Chiguvi et al., 2020)
Reference: Chiguvi, Douglas et al. "Brand Equity Influence on the Adoption of Professional Learning Courses: A Case of BA ISAGO University". Dutch Journal of Finance and Management, vol. 4, no. 2, 2020, em0064. https://doi.org/10.29333/djfm/8423
ABSTRACT
The study examines both the cognitive psychology and economics philosophies of the influence of brand equity on the adoption of professional learning courses in education and training providers (ETPs), using BA ISAGO University as a case study. A stratified sampling technique was applied to collect data from a sample of 114 respondents. The results show that there is “no or negligible relationship between brand equity (BE) and adoption of PLC in BIU during the given half a decade era. The study concludes that failure to attract students for PLC might be influenced by other extenuating factors apart from brand equity thus recommends development of stand-alone marketing campaign activities for professional learners and desists from combining marketing campaigns for PLC with those for home-grown programs as was the current case with BIU. Further studies could be done to evaluate pricing and or entry modes as an inducer for the uptake of PLC within tertiary institutions.
KEYWORDS
Brand Equity (BE) Adoption of Professional Learning Course (APLC).
REFERENCES
  • Aaker, D. (1991). Managing brand equity: capitalizing on the value of brand name. New York: The Free Press.
  • Aaker, D. A., (1991). Capitalizing on the value of a brand name and equity. New York, 28, 35-37.
  • Alhaddad, A. A. (2015). The effect of advertising awareness on brand equity in social media. International Journal of e-Education, e-Business, e-Management and e-Learning, 5(2), 73. https://doi.org/10.17706/ijeeee.2015.5.2.73-84
  • Carnevale, D. (2005). Online courses continue to grow, report says. Chronicle of Higher Education, 51(44), A29.
  • Chow, S. S. (2012). Best practices in student recruitment: A case study of eleven practitioners at seven alternative graduate schools (Doctoral dissertation), California Institute of Integral Studies.
  • Creswell, J. P. (2011). Designing and conducting mixed research methods research. Los Angeles: SAGE Publications.
  • Hasan, S. M. M. and Khan, I. R. (2017, September). Perceptions of university students on building brand loyalty through CSR engagement. In Welcome Message from Conference Chairs (p. 129).
  • Hossain, S. and Sakib, M. N. (2016). The impact of social media marketing on university students’ brand loyalty. International Journal of Marketing & Business Communication, 5(3), 1-7.
  • Kapferer, J. N. (2012). The new strategic brand management: Advanced insights and strategic thinking. Kogan page publishers.
  • Keller, A. (2012). Marketing techniques and recruiting effectiveness at a public community college (Doctoral dissertation), Northwest Missouri State University.
  • Keller, K. and Kotler. K. (2013). Strategic brand management. Edinburgh Gate: Pearson Education.
  • Kocoglu, E. (2017). Perceptions of teacher candidates about social network usage levels in Turkey. Educational Research and Reviews, 12(4), 230-238. https://doi.org/10.5897/ERR2016.3097
  • Rutter, R., Roper, S. and Lettice, F. (2016). Social media interaction, the university brand and recruitment performance. Journal of Business Research, 69(8), 3096-3104. https://doi.org/10.1016/j.jbusres.2016.01.025
  • Soutar, G. N. and Turner, J. P. (2002). Students’ preferences for university: a conjoint analysis. International journal of educational management, 16(1), 40-45. https://doi.org/10.1108/09513540210415523
LICENSE
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
All Rights Reserved © 2016-2024