Abstract:
Purpose
The purpose of this study is to put together the conceptualization of branding and higher
education literature, also to develop and empirically test a model of university social
augmenter’s brand equity.
Methodology & Design
This study is conducted to examine the sociability of universities. Data was collect from
than 384 students through an effective research method of online survey. The
questionnaire was designed to test the hypothesis.
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Findings
The findings of this research shows that USA’ reputation, student student interactions and
coach student interaction influence student’s satisfaction with social augmenters. It is also
satisfied by university are more likely to suggested through results that students who
demonstrate the outcome of brand equity that is brand identification, will willingness to
are
recommend, and willingness to incur an additional premium cost.
Limitations
Study was limited to Karachi only hence the scope was limited. The respondents were
students only. This study was conducted during the corona times, and due to limitations the
restricted to physical experience and not online experience which is also scope was
considered as a thing now. This study did not apply to understand teacher s bianding.
Moreover it was not easy to reach all students in different universities hence the lesults aie
major part of one university and less responses from others. partially inclined to have
Future cross-sectional cultural research could survey students from different cities of
Pakistan.
Recommendations
In order to create quality perception in front ofstudents, the university and the teachers both
have to plan it in very careful manner. Constant efforts are required to build and uplift
satisfaction levels of current and potential students.
The expectations ofstudent from university need to be monitored and catered conscientiously
to generate impactful results and provide satisfaction therefore the HEC should hold the
accountability for the service quality for private universities.
