Impact of Brand Awareness on Enrollment Decision Process Moderated by Students Gender for Hei

Abstract

The increasing competition in higher education institutions has made brand awareness an integral part of their marketing activity, to increase the student enrollment rate. The study investigates the factors of brand awareness and its relationship with each stage of a student’s enrolment decision process, keeping the student’s gender as a moderator. Primary and secondary sources were used to do the research. A structured questionnaire was framed and data was collected from 1000 students from management colleges and schools. Factor analysis, Structural equation modelling and moderation analysis are used in the study. The finding reveals that there is a relationship between brand awareness and students' decision-making process. Even when a student’s gender is acting as a moderator, the impact of factors of brand awareness can be seen at each stage of the decision-making process. All five hypotheses were accepted. Factors of brand awareness were identified. These factors showed a significant impact on students' enrolment decision process, even when moderated by students’ gender. The article contributes to understanding the role of brand awareness in each stage of enrollment in students’ decision-making for higher education institutions. These institutions should focus more on brand awareness programs as it may result in an increase in student enrollment numbers for a higher education institutions.

How Does Mixue's Guerilla Marketing Influence Purchasing Decisions? Mediation Analysis Of Brand Awareness In Higher Education Students

“…In Table 6, it is known that the coefficient value is 0.638 the t-statistic value is 6,517 > 1.96 and the p-value is 0.000 < 0.05, there is an influence of brand awareness on the purchase decision of Mixue products in UBP Karawang Management students. This is supported by previous research conducted by [20]- [22] that in the decision-making process, brand awareness plays an important role because brand awareness can influence the purchase decision of a product/service. Brand awareness affects the process of taking consumers when choosing tourist attractions to visit.…”

A Study on the Impact of Social Media User Experience on the Brand Perception and Choice of Chongqing Vocational College Students: A Gender-Based Moderating Effect

“…Perhaps since women place more emphasis on brand emotional resonance, while men place more emphasis on the practicality of brand information, it affects the speed of social media brand information dissemination among students of different genders. Bohara & Panwar (2022) studied that the increasingly fierce competition in higher education institutions has made brand awareness an indispensable part of marketing activities to increase student enrollment rates. The research results indicate that the factors that determine brand awareness have been identified.…”

Prioritizing components of university brands by using the integrated Delphi and AHP methods

“…While recent studies have examined university branding from the perspective of multiple stakeholders (Amani, 2022;Balmer & Wang, 2016), limited attention has been given to students' viewpoints. Furthermore, many of these studies focus on specific aspects, such as brand identity (Bohara & Panwar, 2022), brand image (Panda et al, 2019;Sultan & Wong, 2019), or brand equity (Pinar et al, 2020;Stukalina & Pavlyuk, 2021). Current research needs to comprehensively address the dimensions, metrics, and components of university branding (Jois & Chakrabarti, 2022).…”

“…Methodologically, research in this domain often employs structural equation modeling (Bohara & Panwar, 2022;Dennis et al, 2016;Kango et al, 2021), qualitative analysis (Clark et al, 2020;Hall & Witek, 2016), or regression analysis (Jez, 2014;Kawpong & Walee, 2020). However, additional studies are needed to combine the Delphi method with the analytic hierarchy process (AHP).…”