AUTONOMY AND BRANDING IN HIGHER EDUCATION: AN EMPIRICAL STUDY MEASURING THE IMPACT OF SELF-GOVERNANCE ON CONSUMER-BASED EQUITY IN INDIAN DEEMED-TO-BE UNIVERSITIES

Abstract

This paper discusses the implication of institutional autonomy towards consumer-based brand equity (CBBE) in Indian deemed-to-be universities, with regards to how that Self-Governance affects brand awareness, perceived quality, associations, and loyalty. The research design utilized was descriptive and analytical design in collecting the information using a structured questionnaire that gathered responses of 400 participants that included students and parents. An analysis of factors and regression analysis were used to determine the dimensions of brand equity and the relationship they have with institutional autonomy. The findings indicate that a high level of self-management in academic and administrative areas increases the perceived-quality levels, the positive associations and creates stronger loyalty of the academic stakeholders. The results reveal that autonomy can be an important tool in advancing brands as it is the driving force that can help differentiate universities in a complex higher education environment. Such work adds to the body of knowledge of higher education branding because it is empirical, bridging the gap between self-governance and CBBE, and it provides meaningful recommendations to policymakers and institutional leaders.