Brand Equity, Customer Perception, and Sustainable Willingness to Pay Premium: Evidence from International Education Industry

Abstract

With the rapid development of international education, international schools have become an important part of global education because of their superior education levels, and branding has become the core competitive marker of international schools. Therefore, from the viewpoint of customer perception, this study measured the brand equity of international schools in order to explore the impact of brand equity on customers' willingness to pay premiums for international schools and to provide feasible solutions for international schools regarding brand management and relationship marketing strategy formulation. The results showed that brand trust and brand communication can effectively promote customers' willingness to pay premiums, and customer perception plays an intermediary role.