ERIC Number: EJ1032174
Record Type: Journal
Publication Date: 2014
Abstractor: As Provided
Do Professors Have Customer-Based Brand Equity?
Jillapalli, Ravi K.; Jillapalli, Regina
Journal of Marketing for Higher Education, v24 n1 p22-40 2014
This research endeavors to understand whether certain professors have customer-based brand equity (CBBE) in the minds of students. Consequently, the purpose of this study is to conceptualize, develop, and empirically test a model of customer-based professor brand equity. Survey data gathered from 465 undergraduate business students were used to test the model. Structural equation modeling (SEM) analysis findings indicate that certain professors do indeed have CBBE and the transference of the brand-building effort can be successfully applied to professors who are willing to be strong brands. The results show that professor brand characteristics--quality of instruction, competence, and reputation--have an influence on students' feelings of attachment to the professor and to the quality of relationships with the professor brand and therefore, professor brand equity. The ultimate goal of most professors is to inculcate lifelong student learning, but this worthy pursuit gains wings through the professor brand-building effort.
Descriptors: College Faculty, Student Attitudes, Teacher Student Relationship, Reputation, Undergraduate Students, Structural Equation Models, Marketing, Teacher Effectiveness, Teacher Characteristics, Teacher Competencies, Questionnaires
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Authoring Institution: N/A