Abstract:
Purpose - It gives the competitive landscape for the higher education to create a brand image
of university. For the universities it is very important to adopt those strategies that
competitive advantage for them. The purpose ofthis study is to theorize university brand image
as its heritage, trustworthiness and service quality ofthe universities. It also investigate their
relationship with student s satisfaction. It also investigates the impact of university reputation
as a mediator.
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Methodology & Design - This is an explanatory type ofresearch, for this research deductive
approach is followed by using quantitative research method. The data is collected from
different university students of Pakistan through questionnaire which is distributed by google
forms and then analyze their results on Smart PLS.
Findings - Findings indicate that there is an important role of brand image of university in
student’s mind which is directly affecting the satisfaction level of students across Pakistan.
Findings also indicate that university reputation plays a partial mediating role between brand
image of university as service quality, heritage, and trustworthiness and student satisfaction.
Limitations - Limitations ofthe research is limited sample size, and this research is done only
in Pakistan. The research is general not specific according to the field of education. The data
is collected only by the current students ofthe universities and limited variables ofbrand image
is used in the model.
Recommendations According to the findings, it is recommended that universities must work
to create unique traditions to create strong heritage, must build a strong trustful relationship
with the students by fulfil their promises, and must deliver best quality and services by giving
latest technology.
