Purpose Given the competitive landscape in the higher education setting, it is important that universities adopt strategies that create competitive advantage for them. Universities must leverage their resources efficiently to address this goal. Creating a positive brand image is one such strategy. The purpose of this paper is to conceptualize university brand image as its heritage, service quality and trustworthiness and investigate their relationship with student’s satisfaction. It also investigates the role of university reputation as a mediating variable. Design/methodology/approach Data were collected through a mixed method approach. The first stage involved qualitative interviews and focused group discussions with students to understand the factors responsible for student satisfaction with their respective universities. The second stage involved administering a survey questionnaire in two geographies – the USA and India to investigate the hypothesized relationship. The authors use regression analyses to test these relationships. Findings Findings indicate that a distinct brand image plays an important role in students’ level of satisfaction across both the USA and India. Service quality has a greater impact on student satisfaction levels across both contexts (as compared to university heritage and trustworthiness). The authors also find a positive mediating effect of university reputation in the relationship between university brand image and student satisfaction levels. Originality/value The current research contributes to the services marketing literature in the university context. It offers a framework for decision making in universities. It suggests that universities must work toward developing their brand image by focusing on its three dimensions – heritage, trustworthiness and service quality.

ObjectivesScreening in selected high risk populations for Barrett’s oesophagus (BO) and oesophageal varices (OVs) has been proposed, but there are obstacles with conventional oesophagogastroduodenoscopy (C-OGD), including patient acceptability. Portable and disposable office-based transnasal endoscopy (TNE) is a feasible and accurate alternative to C-OGD that may have use in primary and secondary care. This article outlines a qualitative analysis of patient experiences of TNE and C-OGD in order to gain an insight into an acceptable delivery of an endoscopic screening service.DesignPurposeful sampling identified 23 participants who then underwent semi-structured interviews to determine their experiences of both procedures. Thematic analysis was conducted to derive meaning from their lived experiences.SettingA secondary care endoscopy unit, clinic room and interview room.ParticipantsPatients referred for BO or OV surveillance and for endoscopy to investigate dyspepsia underwent unsedated TNE using the EG Scan II device followed by C-OGD with or without sedation (patient choice), as part of a clinical trial.ResultsThe themes that arose from our analysis were: inclusivity in one’s own healthcare, comfort level and convenience, validity of the procedure and application to a screening population and a sense of altruism and reciprocity. Positive aspects of TNE included participant empowerment, reduced discomfort and avoidance of conscious sedation. Participants felt that if TNE screening was of proven efficacy it would be welcomed, though views on use in a community setting were mixed.ConclusionsMost patients preferred TNE to unsedated C-OGD and the reasons they gave featured strongly in the emerging themes. Preferences between TNE and sedated C-OGD were more subtle, with equivalent comfort scores but merits and drawbacks of both being discussed. This information identifies opportunities and challenges in establishing an endoscopic screening service. Trial registration number ISRCTNregistry identifier: 70595405; Pre-results.