International Journal of Technology and Applied Science

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Consumer-Based Brand Equity in Higher Education: A Systematic Review of Literature (2008–2024)

Author(s) Dr. Amey Devle
Country India
Abstract The growing competitiveness of the higher education sector has intensified the need for institutions to build strong, differentiated brands. In an increasingly globalized and market-driven educational environment, universities are no longer viewed solely as knowledge providers but as strategic brands competing for students, faculty, and resources. This paper presents a systematic review of literature on Consumer-Based Brand Equity (CBBE) in higher education institutions (HEIs) over the period 2008–2024. The study synthesizes key dimensions such as brand awareness, brand image, perceived quality, brand loyalty, and the emerging concept of brand heritage. It further examines critical antecedents including service quality, institutional reputation, marketing communication, and student satisfaction.
The review adopts a thematic and chronological approach to identify evolving research trends, methodological patterns, and conceptual developments in the domain. Findings reveal that while traditional dimensions of brand equity remain relevant, contemporary research emphasizes experiential, emotional, and digital aspects of branding. The study also highlights significant gaps, particularly the limited exploration of brand heritage, lack of standardized measurement scales, and insufficient research in developing economies like India. The paper concludes by proposing future research directions and offering insights for academic administrators to strengthen institutional branding strategies and enhance long-term competitiveness.
Keywords Consumer-Based Brand Equity, Higher Education, Brand Awareness, Brand Image, Brand Heritage, Service Quality, Student Perception, University Branding
Field Sociology > Administration / Law / Management
Published In Volume 17, Issue 4, April 2026
Published On 2026-04-30
Cite This Consumer-Based Brand Equity in Higher Education: A Systematic Review of Literature (2008–2024) - Dr. Amey Devle - IJTAS Volume 17, Issue 4, April 2026.
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