HOW SOCIABLE IS YOUR UNIVERSITY BRAND? AN EMPIRICAL INVESTIGATION OF UNIVERSITY SOCIAL AUGMENTERS' BRAND EQUITY

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. more 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.