AI SearchAntecedents and consequences of student-based brand equity in higher education of Nepal (Record no. 6191)
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| fixed length control field | 04113nas a2200373 a 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20260817162748.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 260625s20269999th u ms t 000 eng d |
| 035 ## - SYSTEM CONTROL NUMBER | |
| System control number | .b12512126 |
| 099 #9 - LOCAL FREE-TEXT CALL NUMBER (OCLC) | |
| Classification number | AIT Diss. no.DBA-SOM-26-01 |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Karky, Avishek Kumar |
| 245 10 - TITLE STATEMENT | |
| Title | Antecedents and consequences of student-based brand equity in higher education of Nepal |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | Pathum Thani, Thailand : |
| Name of publisher, distributor, etc. | Asian Institute of Technology, |
| Date of publication, distribution, etc. | 2026 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 157 leaves : |
| Other physical details | ill.+ |
| Accompanying material | 1 online resource |
| 490 1# - SERIES STATEMENT | |
| Series statement | Dissertation ; |
| Volume/sequential designation | no. DBA-SOM-26-01 |
| 500 ## - GENERAL NOTE | |
| General note | A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Business Administration |
| 502 ## - DISSERTATION NOTE | |
| Dissertation note | Thesis (Ph.D.) - Asian Institute of Technology, 2026 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | The main objective of this study is to examine the effect of university brand awareness, university brand association, university brand perceived quality and student-university brand connection on student-based brand equity (SBBE), and subsequently examine the effect of student-based brand equity on student enrollment decision and student brand loyalty, within the context of higher education (HE). This research enhances the academic understanding of student based brand equity in higher education and explores its implications for management practice. A cross-sectional quantitative survey, using structured questionnaire, was conducted to empirically test the model using Structural Equation Modelling. Using purposive sampling, data was collected from 633 respondents from the four largest universities in Nepal. Smart PLS was used to perform the Partial Least Square {u2013} Structural Equation Modeling (PLS-SEM) estimation procedure to examine the six hypotheses developed.Counter-intuitively, university brand awareness was found to have no significant relationship with SBBE, while interestingly, student university brand connection was found to have the highest significant effect. The findings highlighted that university brand association, university brand perceived quality and student university brand connection provided statistically significant contributions to the prediction of SBBE in HE. As for consequences, SBBE provided statistically significant contributions to the prediction of both student enrollment decision and student brand loyalty.This research is one of the very few studies which investigates SBBE in HE, and its findings can guide and direct the formulation of successful marketing and branding policies and strategies for HE. The interplay of numerous factors on SBBE gives marketers of HE direction on where and how to concentrate their efforts to ensure successful outcome.To the best of authors' knowledge, this empirical study represents a novel and groundbreaking approach to the study of SBBE; by including and integrating the dimension of student-university brand connection, a combination previously not explored in the conceptual model of the SBBE in HE studies. And also, this study integrates both the perceptual and behavioral dimension of SBBE in the conceptual model simultaneously, making the study more integrated, holistic and comprehensive.Thus, the conceptual model and hypothesis testing offers strategic value for understanding SBBE, holistically. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Education, Higher |
| Geographic subdivision | Nepal |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Branding (Marketing) |
| Geographic subdivision | Nepal |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Tyagi, Ruchi, |
| Relator term | Chairperson |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Junaid, Muhammad, |
| Relator term | Co-chairperson |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Levermore, Roger, |
| Relator term | Examination Committee |
| 700 0# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Pisut Koomsap, |
| Relator term | Examination Committee |
| 710 2# - ADDED ENTRY--CORPORATE NAME | |
| Corporate name or jurisdiction name as entry element | AIT Scholarship, |
| Relator term | Scholarship Donor |
| 810 2# - SERIES ADDED ENTRY--CORPORATE NAME | |
| Corporate name or jurisdiction name as entry element | Asian Institute of Technology. |
| Title of a work | Dissertation ; |
| Volume/sequential designation | no. DBA-SOM-26-01 |
| 856 40 - ELECTRONIC LOCATION AND ACCESS | |
| Materials specified | Full-Text |
| Uniform Resource Identifier | <a href="http://203.159.5.9/ait-thesis/detail.php?q=B24596">http://203.159.5.9/ait-thesis/detail.php?q=B24596</a> |
| 907 ## - LOCAL DATA ELEMENT G, LDG (RLIN) | |
| a | .b12512126 |
| b | mnarc |
| c | a |
| 902 ## - LOCAL DATA ELEMENT B, LDB (RLIN) | |
| a | 260626 |
| 998 ## - LOCAL CONTROL INFORMATION (RLIN) | |
| Operator's initials, OID (RLIN) | 0 |
| Cataloger's initials, CIN (RLIN) | 260625 |
| First date, FD (RLIN) | m |
| -- | h |
| -- | a |
| -- | 0 |
| 945 ## - LOCAL PROCESSING INFORMATION (OCLC) | |
| l | mnarc |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | 67-Electronic Resource |
| 909 ## - LOCAL ITEMS USED | |
| Barcode | Barcode : - |
| CREATED | CREATED : 2026-06-25 |
| RECORD Id | RECORD # : i13609713 |
| LPATRON | LPATRON : 0 |
| LCHKIN | LCHKIN : - |
| RENEWALS | # RENEWALS : 0 |
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| Withdrawn status | Lost status | Damaged status | Not for loan | Home library | Current library | Shelving location | Date acquired | Total checkouts | Full call number | Date last seen | Copy number | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Available for Loans | Asian Institute of Technology Library | Asian Institute of Technology Library | Archives | 17/08/2026 | AIT Diss. no.DBA-SOM-26-01 | 17/08/2026 | 1 | 17/08/2026 | 67-Electronic Resource |