The Effect of Brand Awareness on University Choice: A Literature Review

Amanullah Kemal Masjhur, Matin Matin, Teguh Trianung Djoko Susanto

Abstract


Abstract: Brand awareness is pivotal in prospective students' decision-making when selecting a higher education institution (HEI).  This research explores how brand awareness influences the likelihood of students choosing a university.  The study delves into factors such as recognition, recall, and trust, which contribute to developing a university’s brand image and student enrolment intentions. The review of existing literature highlights the importance of strategic marketing, reputation, service quality, and promotional efforts in enhancing brand awareness.  Furthermore, this paper discusses key metrics for measuring brand awareness, including perceived quality, university reputation, and emotional engagement, which collectively influence student preferences.  The findings suggest that universities with stronger brand awareness are more likely to attract students, thus emphasising the importance of sustained branding efforts.  The paper concludes by offering strategies for universities to improve their brand awareness and enhance their competitive edge in the educational sector.

Keywords


Brand Awareness, University Choice, Higher Education, Enrolment Intention.

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References


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