A Literature Review On Brand Equity, Brand Preference And Brand Choice In Higher Education

Brand Equity and Higher Education

Several studies have been conducted to investigate the various aspects of higher education, which students argued as important in promoting the universities. The studies suggest that dimensions of institutions of higher learning, which aim to improve the brand images of the institutions, go a long way in attracting new students. However, the key aspect which has a very strong influence on the overall choice and preference as reflected by the different customers towards the University and higher education choice needs to be well understood. The current domain of literature has critically discussed several topics associated with the brand equity, brand preference, brand choice and the overall way in which they are associated strongly. However, these studies are rather scattered in nature and pertaining to this, the primary goal of the given review of literature is to critically discuss and underline the keyway in which the concepts of brand equity, brand preference and brand choice are present in current studies and follow this by discussing the key theories associated with the given concepts. A conceptual framework would also be presented which would then be followed by the discussion of the key theories in the field of the Customer based brand equity model.

Ahn, Park & Hyun (2018) mentioned that brand extension requires discovering the brand equity for every e-service brand. Hue, the brand extension strategies, are achieved after implementing different extension strategies and activities. According to the authors, there might be several negative influences that will impact extended brand equity, but the extension will also help to identify different studies which will help to implement better strategies within the branched structure. Here the positive outcomes will be done through the horizontal extension process of brands. Brand equity mainly investigates the capacity of an upskilled service brand, and it also relates to the significant ability of brand awareness extension and association through the researcher’s proposal (Schmidt & Baumgarth, 2018). The significance of the product from the parent brands is justified to discover the ability to achieve brand equity. Here the presentation that the brand acquires within the products is extended together with better opportunities on behalf of the company. The brand extension strategies are generally horizontal because, with this particular structure, the consumer’s demographic backgrounds and the marketplace can be identified. The market information will help the company achieve better success by implementing brand strategies. According to Niazi, Rashid & Shamugia (2021), brand equity can also be evaluated by utilising the 4P Framework, which utilizes the marketing strategies and activities of the brand based on product price, place and promotion. These four aspects of the Framework help to create better-perceived quality and brand loyalty for the organisation.

According to Fernandez and Shaw (2020), the brand equity can be rightly identified as a key term which is used to describe the value of having a well-recognized brand which is firmly established and rather relatable in nature. Fraser, Scott and Willison (2021) mention that the brand equity can be stated to be a set of assets as well as liabilities which are strongly linked to the name of the brand and assist in ensuring that the value provided by the firm can be well captured. Foroudi et al. (2018) states that connecting the brand with its related concepts is critical and although intangible, the brand is a critical asset. In the domain of brand equity, the concept began to emerge in the 1990s whereby the focus of the brand to generate value was focused upon. Florek and Kavaratzis (2014) also identifies that the brand equity is rather popular in consideration with the fact that it determines the ability of the company to offer suitable services to the different employees and at the same time underlines the keyway in which the enterprise has a strong hold over the market. When the brand equity is in favour of the enterprise, the customer’s confidence in the purchase decision increases and this influences the quality of the user experience.

Brand Extension Strategies

Khoshtaria, Datuashvili & Matin (2020) have identified within their study that the impact of brand equity dimensions is used within the overall reputation of a University in the Georgian higher education system. The study has resulted and aimed at understanding the brand equity dimension, and it can impact the reputation of the University name. The brand equity dimension significantly impacts brand equity and perceived quality. There are stated that the liabilities a brand has to bear is based on its value provided to the students of the university. The university name and reputation influence the brand equity dimension because, without it, the successful structure of the organisation will fail to incorporate the results. The significance of the brand equity dimension is also based on the customer’s confidence which is influenced by the factor of dimension. As per the understanding and research paper of Girard & Pinar (2020), brand equity dynamism has a significant relationship with the supporting brand equity dimensions within the higher education system. According to the author, structural equation modelling significantly impacts the relationships between the brand equity dimensions and the core. Brand equity dimensions can be identified as brand trust, emotional environment, association, learning environment, etc. The dimensions can also be justified to the demographic variables identified by the living standards, gender, and semesters. Different students within a university may go through different types of brand equity dimensions due to their discrimination in the support and core systems (Kumar & Patra, 2017).

In this table of core brand equity dimensions different theories have been identified which will play an important role in the Literature Review. The Keller’s theory, Aaker’s theory, Kano Model, Kapferer’s theory, Doyle’s theory and Farquhar’s theory have been chosen as these provide a vast knowledge of Brand Equity Dimensions. Here, the literature review focuses on the importance of brand equity dimensions.

The Literature review and the selection is entirely based on the topic requirements of the research study. With appropriate ethics and knowledge of theories the brand equity requires different stages and segments which impact the consumer intentions and purchasing decisions.  With these theories, the proposition of the research study will gain better innovation, opportunities and in-depth analysis.

The six different theories are providing similar yet distinguished contents and stages through which the entire Brand Equity Dimension is established. The several components of the theories are providing supporting evidences for the improvements and brand equity innovations. The six theories are also performing six individual models where the distinction in opinion and structure will be helpful for the researcher to conduct the entire proposition of the brand equity dimension.

(Add the following Meta table of theories)

Theory	Author(s)	Proposition
Keller’ theory	Professor of Marketing Kevin Lane Keller	The given theory is one of the most popular theories in the domain of the Customer based brand equity theory. In the given theory Keller has provided a summary of pyramids whereby brand identity, meaning, response and resonance are given. In this concern, it becomes critically relevant to understand that the theory is focused on understanding how a particular customer can get associated with the brand in a strong manner (Sabira, 2020). There are four levels to the given theory.
Aaker’s theory	David Aaker	On the other hand, Aaker’s theory identifies aspects like brand awareness, loyalty and perceived quality long side the brand associations and the trading partners as the key components of the brand equity theory (San Martín et al., 2019). In this concern, it is important to identify that when such a theory is concerned, the enterprise would be able to ensure better positions for its employees (Schivinski & Dabrowski, 2015).
Kano Model	Noriaki Kano	The Kano model is a model associated with product development and customer satisfaction which has underlined the overall way in which an enterprise can satisfy its customers and bring about better sales for itself (Retamosa et al., 2020)
Kapferer’s Theory	Jean-Noel Kapferer	According to the author Kapferer, branding equity dimensions can be discussed under the segment of brand assets. This particular segmentation takes place in several elements of brand equity (WU et al. 2020). These brand equities are justified from the perspective of brand assets for some of the significant brands as, according to the author, our brand awareness, perceived brand personality, patents and rights, brand reputation, brand values, customer imagery reflection, and brand preference. Through these particular brand assets, any organisation would be able to analyse and assess their brand equity dimension, and the organisational structure and marketing objectives can be properly maintained.
Doyle’s Theory	Peter Doyle	According to the understanding of Doyle’s theory of brand equity dimension, it can be identified that the four major segments of the dimension are quality, differentiation, superior service and innovation system. According to the author, these four segments are justified to maintain the dimension. The brand equity objectives are maintained with appropriate consistency by devoting its marketing strategies towards the four elements of brand equity dimensions.
Farquhar’s Theory	P.H Farquhar	According to the theory created and established by Farquhar, different elements are segmented into three divisions for building a strong bond within the brand equity dimension system. The three major elements are a consistent brand image, reputation accessible brand attitudes, and a positive brand evaluation process. These three elements will directly improve the brand reputation and the dimension of brand equity within the organisation (Chakraborty 2019). The improvement within the brand reputation will be identified if the organisation within its branding activities maintains three objectives.

According to Krake (2017), The Keller theory of brand equity significantly impacts the organisation and its reputation within the brand equity model. There are significant influences that are impacting the branding system of organisations. This is a particular tool that helps to strengthen the brand name through these factors. There are significantly 6 major segments of Keller’s brand equity model. The six steps of the module are resonance, judgements, feelings, performance, imagery, and salience. The six segments are identified based on four steps of a pyramid that helps to identify the fundamental questions the marketing manager should ask himself. Some of the significant questions of these four steps are based on the manager’s identification, identifying the meaning of the manager and his Characteristics, responses about the manager’s opinions and the appropriate resonance through to the connection the manager would like to have with the brand and customers. Based on the theory of Hedging, Knudtzen & Bjerre (2020), Keller has found a new approach for managing the branding facilities of an organisation. The entire concept holds a unique yet strong bond within the dimensions and brand equity system of the organisation for favourable association with the customers’ minds. The consumer perspective is one of the most important factors for the killer theory because it is entirely rooted in cognitive psychological factors. The linear communication system of the consumer perspective is also equally important because the intended actions taken by the brand management system is based on the analysis of the consumer perspective.

Evaluation of Brand Equity using the 4P Framework

Gardner et al. (2020) mentions that the brand awareness can be stated to be the extent to which the customers are able to recognize a particular brand under several conditions. The brand awareness is one of the dual dimensions which come from the brand knowledge. Girard, and Pinar (2021), also mentions that the brand awareness acts as a key consideration of the key domains of the consumer behaviour, advertising management and the brand management which leads to better entrepreneurial performance. González-Mansilla, Berenguer-Contrí and Serra-Cantallops (2019) significantly states that only when a customer would be able to recognize a brand, will they make purchases from it. Hence, the customers under this domain are essentially involved in recalling and distinguishing the features of the brand. Holsti and Rosenau (2021) also underlines that the brand awareness usually comprises of brand recall and recognition. Abdul (2019) mentions that there are several studies which have focused on these concepts separately. However, it is critical that these aspects make a brand successful and to bring about better awareness, a customer must be able to recall a brand and recognize it in the right manner. Heinberg, Ozkaya and Taube (2018) also mentions that the brands generally tend to perform in a globalized market and in association with this, all brands must be intended towards bringing about the best feature which may lure the customers towards them.

Based on Bilgin (2018) research, brand awareness plays a great role in increasing an organisation’s brand equity. The brand image on the brand loyalty is expected to be effective, whereas brand awareness will increase among the consumers and the organisation’s mind. Social media communication and social media marketing activities are sustainability effective over the brand awareness system of the consumers. Consumers can interact with the brand and the organisation appropriately through the social media marketing system. Brand awareness is subjected to the consumer acceptance of the products, recognition and recalling the brand for any situation. Brand awareness helps to reduce the organisation’s risk that the customers increase through their customer journey process in buying a product. Brand awareness is important to recall the recognition part of the brand equity dimensions. ?wita?a et al. (2018) stated the importance of brand awareness within every organisation within the customer service industry. Brand awareness and brand image are directly related to brand equity dimensions because it helps to improve and strengthen the influential purposes of organisations’ relationship with the consumers. The brand image directly impacts brand equity through reputation and strong bonds among the consumers and the products. Keller’s theory on branding qwerty helps reflect on the indicators of a brand within the market industry that create a better competitive advantage for the company (Raimondo & Vernuccio, 2019). Here the definitions and evaluations of the consumer perception must also be evaluated based on their preferences and market trends. The consumer’s memory is also equally associated with the brand association and its awareness within the market industry.

A key component under the brand equity model can be identified as the perceived quality. the perceived quality is the impression of excellence about a particular product or brand which is essentially derived from the sound, touch, sight and the scent. The perceived quality looks out for the reliability of the product and its robustness. Huerta-Álvarez, Cambra-Fierro and Fuentes-Blasco (2020) also underlines that the perceived value comes from the richness and the strength of the materials which are applied in the context of the firm leads to better engagements and overall outcomes. Huang and Sarigöllü (2014) states that a customer’s perception of the quality of a particular brand or an offering is a result of its subconscious thought. In this concern, the customer needs have to be met with adequately for better opportunities and overall outcomes.

The Concept of Brand Equity

According to Konuk (2018), perceived quality has been gradually conducted to be the brand association for any organisation, which helps elevate the Brand Assets’ status. The understanding of perceived quality can only be identified as a strategic thrust. When a customer can feel the quality of the product that identifies the expectations and fulfils them with respect, it is called perceived quality. Perceived quality generally arrives when the fulfilment of the expectations is compared to the product’s quality. This plays a great role in building the brand equity system within an organisation because the strategic thrust of perceived quality helps create a brand image and awareness among the customers regarding the particular brand. Wang, Tao & Chu (2020) stated that the perceived quality of products helps to influence the customers purchasing power and why intentions. With fine the perceived quality helps with the gradual brand equity motion, and it influences the behaviour of the consumers to a great extent. There is a theory that enhances the incorporation of perceived quality that certifies at the systematic Quality assurance of a product has been maintained within the brand structure for the establishment of the idea perceived quality is mainly based on behavioural attitudes, behavioural controls and subjective norms of the consumer needs rather than the strategic thrust only (Laura, Lance & Meghan, 2018). with time the perceived quality is enhancing itself to impact the brand equity system positively. For the time being, the highest confidence levels of the positive qualities are only maintained once the requirements and expectations of the customers are met and made through the quality of the products provided by the brand.

Huang and Sarigöllü (2014) mentions that a brand association can be identified as the overall images and symbols which are related to a brand and help in its recognition. For instance, the logo of Nike, the Nokia Sound, the blue color being associated with Pepsi and other such logos and sounds associated with the specific brands have the overall capability to formulate the strong relationships with the client to a greater extent. Here it is essential to mention that just like BMW is associated with sophistication, Hyatt hotel is associated with luxury and individuals such as Bill Gates and Microsoft are associated with philanthropy. Hence, the different brands have the capability of making themselves recognized with certain visual images, sounds and deeds which makes their association with the different customers very strong in nature. Hughes et al. (2018) also states that the brand association is an overall aspect which is deep seated in the minds of the different customers about the particular brand. Here it is integral to note that the brand should be focused on building positive associations which are easy to relate to and bring about better recognition. Iglesias, Markovic and Rialp (2019) mentions that the word of mouth publicity, advertisements and celebrity associations alongside the quality of the products acts as the key associations.

Jin, Yoon & Lee (2019) stated that brand associations have several subject effect factors directly related to the identification of constructing appropriate brand associations within the organisation. The brand association has components such as brand attribution, brand attitude, and brand benefits, which positively impact the structure’s brand identification process. The brand association has significant ideas related to the brand and its product quality within the consumer’s mind. It is always required that the conceptual ideas of the consumers need to be positively related to the quality and other branding materials of the company. This is the only way that the organisation will be able to gradually evolve is the brand association in the customers’ minds and positively impact their purchasing power. According to Li et al. (2019), the self-brand association has a significant impact on the consumption criteria of the consumers. Here the motivation of building a relationship between the brand and the consumer is to provide a high-quality product that will keep a positive and satisfying picture or brand image in the minds of the consumers. The self-brand association is directly related to the consumers because they can identify their need to provide authority. With a certification in brand loyalty and brand association, the consumers will be able to identify their requirements and opinions towards the particular brand based on their brand association memories. The impact of brand association is certainly justifiable on behalf of the customers if their expectations are met properly or not.

Impact of Brand Equity on University Reputation

Jelle Mampaey et al. (2020) mentions that the brand trust can be rightly identified as the overall expectations which generally tend to reflect upon the overall expectations which a particular customer had about a brand. In this concern, it is critical to note that the rest of a brand can only be built when the expectations of the brand align well with the overall corporate behavior and the delivery of the offerings. Jeon (2017) also believes that when the enterprise fails to build or protect the brand trust which ensures that the customer loyalty and reputation can be undermined. Johnson and Hackman (2018), believes that the brand trust is a critical domain of concern which is a close part of the brand strategy which an organization intends to offer. Keller and Brexendorf (2019) states that consumers would trust the brand only when the enterprise would be able to deliver the promise in every interaction. Khalifa Alhaza et al. (2021) states that the brand trust turns out to be brand loyalty which ensures that the product or related service can be engaged in well. Khoa (2020) states that only when a particular customer trusts a brand, they would communicate the same to their friends and family.

According to Atulkar (2020), the systematic identification of brand trust provides a gradual integration within the organisational structure because it helps with the consumers’ brand trust and loyalty. The brand personality needs to involve brand trust to create better brand equity in the minds of the consumers. The idea of brand trust is based on the confidence level of the customers on the particular business brand. Here, it can either be influential for the business structure’s success and development or the end of the brand reputation. Brand trust helps to create more quality for the products, and it also helps to receive better ratings and feedback on behalf of the consumers based on their products. Brand trust directly influences the customers’ purchasing power because it is the confidence level of the consumers about how much they believe in the brand. According to Portal, Abratt & Bendixen (2019), the author has judged the systematic observation of brand authenticity. The author identifies that brand authenticity has a significant impact on brand trust, which helps to elaborate the customer experiences, and it helps to consider the positive effect of brand trust. The consideration of the brand authenticity and the development of brand trust have been identified in an airline brand where people are certainly more influenced by the quality of the products and the brand trust to select up on several airlines to travel by. Here the dimensions are practically based on the consumers’ trust over the brands, and they are most likely to be viewed by the successful strategies to implement those (Das, 2022).

In the context of the higher education and the focus placed on the Universities, the learning environment can be rightly presented to be the diverse physical locations, overall contexts and the related culture which enables student learning (Machado et al. , 2019). Here the students generally tend to learn in a variety of settings such as outdoor environment and out of classroom locations, however, the term is identified to be more accurate or rather preferred towards the context of the classroom which is considered with the connotations and the overall culture of a particular class. Liliana Carvalho et al. (2020) mentions that an effective learning environment has to be one which brings about the students in different ways. Lin (2015) seeks to identify that the learnings are required to engage in the overall learning procedure alongside the provider so as to create an environment for the optimization of the ability of a student to learn. Hence, Lim, Pham and Heinrichs (2020) states that there does not exist a particular learning environment which can be considered to be rather optimum in nature and instead there are an infinite ways in which the learning environment can be made well suited for the delivery of the education, also states that there are several components of an effective learning environment and these can be identified as follows:

• The characteristics of the learners
• The goals for teaching and learning
• The activities that will best support learning
• The assessment strategies that will best measure and drive learning
• The culture that infuses the learning environment

Core Brand Equity Dimensions

According to Huda et al. (2018), the learning environment plays a great role within the higher education system of the universities and colleges. Here the learning environment directly provides opportunities to the students to learn about different cultures and contexts about the learning procedure. The entire context is focused on the students and their environment in which they are learning about different experiences and other important factors. Here the outdoor physical environment is equally important as the indoor learning environment (Shabbir, Khan & Khan, 2017). The classroom locations, the light of the room, the teaching abilities of the lecturers, and the cultural diversity are included within the learning environment. The simultaneous changes within the learning environment might impact the students and their ability to consider the learning outcomes appropriately. Here, the convenience of facilitating different modern approaches might help students’ learning outcomes. Schaeper (2020) stated that individual factors play a great role in creating a better academic integration based environment for the students. The students mostly get influenced by their academic development once the learning environment has been provided to them is positive. Their thinking process and Framework of self-development and actualisation are fully structured with the models they learn through observation and textbooks. The author analyses both the contextual and individual factors to identify that the first-year experiences are very important for the students because apparently, the first impression is the last. Without the psychological attributes taking a peek into the self-esteem and conscientiousness of the students, they can’t create an academic integration and challenge their own opinions.

The emotional environment can be stated to be the overall mental space which an employee is required to engage in for better engagements. Here it is effective to identify that there are several teachers and parents who often do not focus on the emotional environment are not successful in their endeavors to be able to bring about better results. Hence, emotional environment and its measurement is critical as it brings about a comprehensive understanding of the keyway in which the child shall develop. Liu et al. (2017) also mentions that maintaining positive feelings is critical because it is critical that the emotional wellbeing of a child contributes to their safety and development. Such children are able to express themselves easily and are able to externalize their fears (Llopis-Amorós et al., 2019).

The emotional environment is one of the most important factors within universities and their students, according to Alsharari & Alshurideh (2020). According to the understanding of the requirements, it has been gathered that the translation of the emotional intelligence for students is simultaneously based on the interactions they have with their teachers and lecturers. At the learning level, autonomy is based on the supporting system rather than their characteristics and intellectuality. This interaction of the students with their teachers and classmates are the major influential factor for their concepts and denotes emotional intelligence within the observational indication. The students’ creative and emotional intelligence is based on the learning environment when the teachers will support and indicate better opportunities for the students to divide in. Here, autonomy is mainly based on the student’s research retention policies, and the emotional environment is based on the support system from the other students and teachers. According to Gilar-Corbí et al. (2018), the emotional environment on emotional intelligence is a psychological factor that can be e tot in higher education. This experimental study is where the author has used a multi-methodological approach. The formulated identification is based on a classroom and its students to understand transformational social spheres teachers can teach at universities and colleges. Here, the Teachers day m cells can create an emotional environment by offering helpful support and opportunities to challenge their capacities. Here motivation works to a great extent that enhances their real-life experiences and eventually extends their roles within the society and organisation (Benraiss-Noailles & Viot, 2021). The academic and professional goals as said by themselves once the teacher has pushed them towards the significant opportunities.

Selection of Theories for Literature Review

Lieven et al. (2014) states that the University reputation can be identified as the overall image which an University has Infront of the students and other related participants present. In this concern, it is critically important to consider the fact that the reputation of a university is strongly associated with that of its students, the faculty and its overall resources and infrastructure. In this context, it becomes integral to consider the fact that when the University holds a high reputation, then in such a context, the choices made by the students towards it as a customer can be identified to be essentially favourable. Luffarelli, Stamatogiannakis and Yang (2019) also mentions that the University reputation critically identifies and resonates with several aspects such as the offering, student performance, faculty degrees and its ability to change the education with the overall external and internal environment factors associated with the University.

Lafuente-Ruiz-de-Sabando, Zorrilla & Forcada (2018) stated the importance of University reputation is huge because higher education institutions are continuously investing in increasing their resources for better achievable and favourable perceptions from their stakeholders. The complex Idea and issue of the image and reputation of the university are based on the stakeholders’ perceived quality ideas and the ideas within the consumers related to the university and provision of services. The reputation is identified from the brand awareness about the university and, most importantly, the quality of services it provides to its students. With the university institutions being shaped and pinpointed to their dimensions, the formation and determination of the influential degrees must be justified from the perspective of stakeholders and the consumers. According to Heffernan, Wilkins & Butt (2018), institutional reputation is important within the student University to create international partnerships with all the stakeholders and companies. Here, the organisation identification evaluates the ability to engage with more partners to enhance their financial and influential resources. Their location partnerships are transformational in different countries because it helps to identify the student capacities and provide them with opportunities that involve foreign educational organisations. Most higher education institutions can gather more students’ trust and reputation through which the development of University definition is done. The student universities are provided based on loyalty, student satisfaction and behaviour towards the international education system and business literature. The transactional education system provides the best student satisfaction that helps to enlarge the opportunities for the student, and at the same time, it also helps with the identification of University preparation within the international context.

Maha Mourad, Hakim Meshreki and Samer Sarofim (2020) defines brand loyalty as the positive association which the consumers essentially attach to a particular brand or related offering. In this concern, it is essential to underline that the customers have a capability of exhibiting the brand loyalty in a manner such that better provisions can be assured. In consideration with this, it becomes effectively critical to identify that the different customers who exhibit the brand loyalty are generally devoted towards the product or the service in a well-suited manner. McCauley and Palus (2021) tends to mention that despite repeated purchases, the brand loyalty cannot be guaranteed. Naidoo and Abratt (2018) also states that corporations have a strong ability to invest a significant amount of money into the enterprise and the related loyalty building programs, however, building the loyalty is not an easy procedure and it often takes several years to engage in the same. Oberer and Erkollar (2018). mentioned that the repeated purchase of a particular product tends to indicate the loyalty of the customers towards it woven when there exists several choices and key options available. Ospina et al. (2020) also mentions that the marketing campaigns are designed in a manner such that better offerings can be assured in a successful manner. Ou et al. (2020) underlines that the brand loyalty generally tends to work in a systematic manner whereby the different customers keep purchasing the products being offered by the enterprise and even in a highly competitive market, this is the only factor which is looked out for.

Kaushal & Ali (2020) brand loyalty is a process that identifies the brand’s goal towards the consumer’s high degree of loyalty intervention for the loyal consumers who are always the valuable consumers for the brand because they help increase customer retention rate and employee retention rate. Brand loyalty is identified through the customer satisfaction rate through which the customers are still loyal to the company and its evaluation of recognisable shopping experiences (Genoveva, 2022). With customer loyalty, a strong relationship is built upon their satisfaction among the customers and the organisation. With relative ideas within the elaboration of brand loyalty, there are rational approaches that might help them understand why consumers become loyal to the particular brand over other competing companies and how they maintain their loyalty towards the brand. Based on the research of Farhat, Mokhtar & Salleh (2021), the brand engagement process can be done through different marketing activities. The utilities of these brand engagements are mainly based on establishing brand equity drivers. The marketing activities help create better touchpoints for the brand to accumulate within the organisational quality maintenance and assurance, whereas the exhibition of brand effect is based on the brand experiences that the customers have through their sensory ideas (Briliana & Silaen, 2019). The brand in catchment behaviour generally helps to leverage a better power as a brand experience for the customers, which help them with their purchasing power and decision making regarding products. The brand experience is directly related to the brand interactions where the customers make their point and decision making based on their minds.

Zhou et al. (2020) mentions that the brand choice intention can be rightly identified as the theory of brand choice which acts as the fundamental element of the marketing as a field. Schivinski and Dabrowski (2015) also underlines that the decisions which are made by the managers tend to involve several considerations which tend to comprise of the purchase decisions, strategic marketing variables like price, distribution, and the advertising. ?wita?a et al. (2018). also mentions that the brand choice intentions and the overall likeability of the customer towards a brand tends to affect the overall decisions to be made. There are several factors which have a strong influence on the overall brand choice intention (Stojanovic, Andreu & Curras-Perez, 2018). These factors can be identified as the multiple decisions, the economic theories, choice dependence and the related consumer heterogeneity. Schivinski and Dabrowski (2015) mentions that in the context of a university, the brand choice intention is dependent on the location of the college, the type of courses offered, the related facilities provided by the college and other associated aspects which have a key role to play in ensuring better engagements. Seo and Park (2018) also states the fact that the brand choice intention is greatly affected by the funds available to make the particular choice. Sürücü et al. (2019) also mentions that when the choice associated with the entrepreneurial success is being made, then in association with this, better engagements are required in relation to which the enterprise may find long term success.

Phung, Ly & Nguyen (2019) has established a customer’s authenticity perception impact over the brand equity to stop the brand equity from impacting and affecting the branches intention of the different consumers. With the choices, the intention is directly related to brand awareness, perceived quality brand association and brand loyalty to a great extent. With the significant impact it has been considered, the variation in brand equity suggests towards the behavioral changes of the consumers and is also contributing to The authenticity of the brand. With simultaneous changes, a consumer’s branch has intention is based on their experiences and satisfaction of the needs. If the brand cannot provide satisfaction to the customers, the branches in tension will continuously vary. The impact can be either positive or negative, but it is directly based on the services and quality of the brand. According to Nga & Phung (1886), customer authenticity is based on three significant ideas: brand awareness, perceived quality, and brand image. All these three ideas are constructed to create one concept of brand loyalty, which eventually results in the brand choice intention of the customer. The utilisation of all three components will help maintain the customers’ intention to the brand. The authors have undertaken the Vietnam best restaurants to identify the brand equity dimensions and its impact on the branches intention of the different customers in Vietnam (Rojuee & Rojuee, 2017). With different findings, it can be evaluated that the branches in tension create a basic role within the brand loyalty of the restaurants.

?wita?a et al. (2018) states that the brand preference may be identified as one of the key strengths of the brand in association with which an enterprise may engage in making the choice of a particular brand based on the preferable factors being offered by the enterprise. Here it becomes relatively critical to underline the fact that, the enterprise would be required to ensure that it is being able to make its brand the preferred option in the minds of the customers. The brand preference according to Vikrant and Nurmahmud (2020), is largely associated with the specified conditions of the price and availability. Tasci (2018) also states that studies in the domain of brand preference have underlined the fact that when the organization intends to achieve success in the long run, then in this context, it needs to target the right kind of customers who would have the overall capability to afford the brand and at the same time would ensure better services to them. Hence, when availability, quality and the overall pricing are aligned well, the organization would be able to result in better offerings and organizational outcomes to a greater extent thus leading to higher market share. Zollo et al. (2020) mentions that the brand preference is largely associated with the overall revenues, sales, quality, choices, and associated value of an enterprise.

In order to identify relevant literature and past research findings on the topic under study, this section reviews literature on brand equity, customer-based brand equity, and the relationship between the two aspects, separately, in order to understand what past researchers have found on the two issues.

Research by Cristancho (2019) pointed out to factors such as reputation, tuition, and faculty interactions as having an influence on students’ choices while joining university. Further Khoa (2020) points out the importance of university facilities in attracting new students into their institutions. Studies by Abdul (2019) and Sabira (2020) suggest that academic instructions, student learning environment, career prospects, campus social life, and university reputation are among the most determinant factors in creating university brand equity.

Based on the findings of the literature review, it is imperative that there exists a link between brand equity and customer-based brand equity.

The literature review in the previous section formulated a systematic format whereby the different topics as associated with the brand equity model and the customer based brand equity model were critically discussed so as to engage in establishing a relationship between the customer based equity, brand preference and the brand choice. It was identified that the customers and in case of the Universities, the students have a key role to play in determining the overall success and pertaining to this, their choice and preference is subject to a large number of factors such as the academic instructions, student learning environment, career prospects, campus social life, and university reputation have a critical role to play in the choice made (?wita?a et al. ,2018). However, there existed a gap in the literature regarding the understanding of the impact of Core Brand Equity Dimensions with Brand Preferences (BP) and Brand Choice Intention (BCI) with the CBBE as a mediator. Although several studies with the Brand equity dimensions and the brand preferences have been engaged in alongside a critical discussion of choice intentions towards a brand, very few studies have combined all three domains into a single analysis or given these aspects a framework (Quan et al., 2020). Although the reviewed literature pointed out to the existence of a link between brand equity and customer-based brand equity, there exists limited knowledge on the link between the dimensions of brand equity and customer-based brand equity. This leads to the research question.

What is the relationship between dimensions of brand equity and customer-based brand equity?

According to Li, Hua & Zhu (2021), brand preference plays a great role in interacting with the virtual brand community and its different business approaches. Here brand preference impacts the brand community to realise the company’s sustainable development. According to the positive impact, the social and informational values directly impact the consumers’ brand preferences, but sustainability issues are always there, which interact with the perceived quality of the products and services. Within the brand community, the host brand must always have a competitive advantage so that the marketing studies will help them ensure that the satisfaction of the customers is properly maintained. The information network is a sustainability development for the brand to ensure that consumers’ information and participation in brain engagement policies are positive. With the interactivity within the social values, the reliability of the brand management system is easier for the companies, and it becomes more sustainable for the other companies to follow. Manzoor, Ho & Al Mahmud (2021) stated that brand preference is a particular marketing metric that reflects the brand strength within the market segment. This indicator generally shows the consumers preference towards a particular brand and its product categories in competition with other brands. These components generally occur once the client adores the brand and its products by choosing it over other brands. Without brand preference, loyalty and awareness cannot be created, and the customer retention rate will be too low for any significant organisation (Mokhtar, Othman & Ariffin, 2018). Brand preference shares directly influence better objectives for the brand and set better goals to create a sustainable program within the market segment.

Relationship between Brand Choice Intention (BCI) and Brand Preferences (BP) and dimensions.

Author	Paper title	Dimensions	Brand choice intention	Brand preferences	Reference
Perera, Nayak & Van Nguyen (2020)	The Impact of Social Brand Engagement on Customer-Based Brand Equity in Higher Education: An Empirical Study in Sri Lanka	Dimension has a significant impact over the Brand Choice Intension as the marketing strategies are directly effecting the customer based brand equity	The Higher Education Institutions (HEI) are improving the brand credibility through brand equity. The different perspectives of marketing and promotional activities through word of mouth and other ways directly increase the BCI of HEI consumers of Srilanka.	Brand Preferences are influenced by the promotional strategies considered by the brands to evaluate marketing activities. The engagement of brand with the customers continuously influence and increase brand preferences of the consumers for HEI in Srilanka.	Perera, C. H., Nayak, R., & Van Nguyen, L. T. (2020). The Impact of Social Brand Engagement on Customer-Based Brand Equity in Higher Education: An Empirical Study in Sri Lanka. In 3rd International Conference on Research in Business, Management and Economics (27-29 November 2020).
Kumar & Nayak (2018)	Brand community relationships transitioning into brand relationships: Mediating and moderating mechanisms	Brand community relationships are engaging into customer executive services through which the mechanism of brand relationships are born. The brand dimension in this case is suggested to be the engagement process with the customers.	The Brand Choice Intention are increasing along with the depth in brand relationships. With sustainability in the customer relationship, their mind sets are changed to evolve a better understanding of the demands.	The brand preferences are changing with the relationship and communication mechanisms among the customers and the brands. This mechanism is developing a sight of dependency and loyalty from the customers that influences their preferences towards the brand which is maintaining the most significant relationship with the customers.	Kumar, J., & Nayak, J. K. (2018). Brand community relationships transitioning into brand relationships: Mediating and moderating mechanisms. Journal of Retailing and Consumer Services, 45, 64-73.
IMPULSE  et al. (2020)	THE ROLE OF CUSTOMER-BASED BRAND EQUITY IN HIGHER EDUCATION	The brand dimension in this study is developing the emergence of customer-based brand equity in the Higher Education system. Marketing strategies and promotional activities are playing a great role in developing the major Brand equity for the customers.	The sustainability in brand equity of customers, Higher Education is attracting Brand Choice Intention through the major marketing strategies and activities.	Brand credibility and Word of mouth influence the development process of brand equity system. Through direct observations, consumers are preferring brand where the equity is provided to them by giving the consumers importance. The preferences are highly influenced by different marketing activities.	IMPULSE, H. C. O., LANKAN, B. T. O. S., HANDICRAFTS, P. S. L., & FRONTIER, S. M. P. I. (2020). THE ROLE OF CUSTOMER-BASED BRAND EQUITY IN HIGHER EDUCATION: A TWO-COUNTRY STUDY.

The Keller model is one of the most popular CBBE models which was designed by Lane Keller which focused on a pyramid which has the overall capability to assist the enterprise in its overall goals. When a strong connection can be built between the brands and the customers, it helps in ensuring a positive brand equity (Perera, Nayak  & Nguyen, 2021). In this concern, the Keller model ensures that the different levels of the brand building equity can be engaged in well which would enable the different companies to identify the customers and shape their overall offerings according to the customer needs.

 

Figure 1: The CBBE Model

Source: Retamosa et al., 2021

The brand identity is the first level is the brand identity level whereby the brand awareness has to be created. Here the individuals are not well aware of the brand and the customers are not aware of the particular difference which exists between the particular brand and other such brands and hence, this stage ensures that the enterprise is being able to introduce one’s own brand to the different customers. Retamosa, Millán and Moital (2020) also underlines the fact that building a brand is critical. Another stage of the given model is the brand meaning. The brand meaning can be identified as an overall engagement whereby the brand is being able to capture the attention of the different customers as present. Here it is relevant to identify that here the enterprise should ensure that it is being able to present its overall offerings and services in a suitable manner. Here it is critical to note the fact that the customers begin to show an interest in the product and want to gain more knowledge about the brand in a consideration with which, the overall brand imagery and performance can be developed accordingly (Pinar, Girard  & Basfirinci, 2020). The brand performance ensures the past experiences of the brand and pertaining to several brands like Apple and Google, the brand performance has greatly assisted the enterprise in ensuring better performance management. Another critical aspect of the given stage is brand imagery. Retamosa et al. (2021) underlines that the brand imagery may be discussed to be the overall image which a particular customer generally tends to have about a specific brand. This stage develops the customers having a clear picture about a particular brand and gives way to determining the keyway in which consumer behavior can be assessed accordingly. When insights are built, it gives way to ensuring better outcomes and services for the different customers. The different models as applied in this stage can be stated to be the Kano Model and the Critical to Quality tree.

According to Tran et al. (2020), the third level of the brand equity model is the brand response. Sabira  (2020) mentions that the brand response is the manner in which the brand responds to the overall way in which the customers tend to perceive a particular product or related offering. Here it is critically relevant to underline that only when the customer is satisfied, it would result in better engagements and performance management. Hence, when the customer expectations are met with accordingly, it leads to better organizational results and the brand begins to hold a high position in the eyes of the different customers.  Therefore, as per this step, identifying the factors which delight a customer are critical. These ensure that the brand would be able to gain an edge over the competition. Lastly, the model comprises of brand resonance whereby the relationship with the customers has been built accordingly and the customers are strongly engaged with the given brand. In this stage, the enterprise would be required to see to it that they are maintaining the overall engagement with the customers in the right manner (Samimi et al., 2020). The customers are successfully able to resonate with the brand and participate in online forums, similar communities and social media which thereby helps in spreading the awareness about the brand and ensures that the customers can recommend the different brands to the family and friends.

Once an understanding of the CBBE model can be engaged in, it is critical to identify the key benefits of the customer-based brand equity need to be identified. San Martín, Herrero & García de los Salmones (2019) mentions that the brand image can be rightly identified as one of the most valuable assets of the enterprise. Here it is critical to note that the brand image and identity is critical as it depicts the customer’s emptions and attachment towards a particular brand.

The mediation rules the of Customer-Based Brand Equity (CBBE) between dimensions and Brand Choice Intention (BCI) and Brand Preferences (BP). (Add 1 page)

According to Kumar & Nayak (2018), identification and examination of customer-based brand equity and its brand equity dimensions a done by the authors to evaluate its impact on the brand has the intention and the brand preferences of the consumers. According to the identification, it can be concluded that the generation of loyal customers is done through optimizing their trends and expectations and providing them appropriate satisfaction through the products and services. The customers’ brand engagement is based on the community’s relationship to maintain its loyal intentions, then moderating the translation of brand-based relationships. In improving consumer behaviour, loyalty is done through their satisfaction from buying or purchasing a particular product from a brand. However, this is examined the brand association and awareness is equally involved in the brand equity dimensions of the consumers. According to, Górska-Warsewicz & Kulykovets (2020), the mediating relationship between the brand choice in tension brand preference and customer-based brand equity is systematically proven to be interrelated. Here the author has identified that the interrelations are based on the significant determining factors, improvising and highlighting the brand experiences for most consumers. Quality assurance plays a great role in determining the customers brand preferences with the market segment, and due to that, significant discrimination is created among several brands within a similar market segment.

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