UNIVERSITY BRANDING AND STUDENT SATISFACTION: THE EMERGING LANDSCAPE OF UNIVERSITIES IN PAKISTAN

Abstract

It gives higher education a competitive landscape brand-building for an educational institution. Adopting strategies that give them a viable advantage in the educational institute is fundamental for the universities. This study aims to understand how a university's reputation is shaped by its heritage, trustworthiness and service quality. It also investigates their relationship with students' satisfaction by using signaling theory. It also examines the impact of the university's reputation as a mediator. The data is collected from different university students in Pakistan through a questionnaire and then analyzed their results on Smart PL. Findings indicate an essential role of the university's brand image in students' minds, directly affecting the satisfaction level of students across Pakistan. Findings also indicate that university reputation plays a partial mediating role between the university's brand image Implications of findings for theory and practices were discussed in the study.