A Concept Building Approach to Measure University’s Brand Image

Abstract

The study is a conceptual roadmap for the development of the idea to measure the effectiveness of universities stake holders’ person factors and as well as situational ones in brand image building of an academic institution. Customer Relationship Management (CRM), internal marketing, advertising and social media are playing the role of mediating constructs and it is hypothesized that they are much more important in the brand image building process. The study is a deductive research where different concepts are taken to constitute the independent, mediating and dependent construct leading to build a new concept. Brand image has been studied in a different industry. However, the brand image of an academic institution that attracts the students to take the admission with measuring the effect of other components on it, is a different kind of study. This research is in its preliminary phase where it has been checked with literature.Secondary information serves as the base of study. Most of the available literature and theories have been incorporated and explained clearly for the understanding of the thought.Keywords: advertising, brand image, CRM, internal marketing, social mediaJEL: M31, M37