IMPACT OF BRAND AWARENESS ON ENROLLMENT DECISION PROCESS MODERATED BY STUDENTS GENDER FOR HEI

Q2 Social Sciences

Journal of Content, Community and Communication Pub Date : 2022-06-30 DOI:10.31620/jccc.06.22/16

Sailaja Bohara, P. Suri, Diksha Panwar

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引用次数: 1

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.

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品牌意识对HEI招生决策过程的影响

随着高校竞争的日益激烈，品牌意识已成为高校营销活动的重要组成部分，以提高学生入学率。本研究考察了品牌意识的影响因素及其与学生入学决策过程各阶段的关系，并将学生的性别作为调节因素。本研究采用了一手资料和第二手资料。设计了一份结构化的问卷，并收集了来自管理学院和学校的1000名学生的数据。研究中采用了因子分析、结构方程模型和调节分析。这一发现揭示了品牌意识与学生决策过程之间的关系。即使学生的性别是一个调节因素，品牌意识因素的影响也可以在决策过程的每个阶段看到。所有五个假设都被接受。确定了影响品牌知名度的因素。这些因素对学生的入学决策过程有显著影响，即使受学生性别的影响。本文有助于理解品牌意识在高校招生各个阶段对学生决策的影响。这些机构应该更多地关注品牌意识项目，因为这可能会增加高等教育机构的学生入学人数。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Content, Community and Communication Social Sciences-Communication

CiteScore

2.90

自引率

0.00%

发文量

期刊介绍： Amity School of Communication, AUMP, Gwalior is publishing a bi-annual referred and peer-reviewed journal named “Journal of Content, Community & Communication”. The Journal of Content, Community & Communication aims at delving into inquiry into and providing a forum for discussion pertaining to contemporary communication issues within wider social, economic, cultural and technological contexts. The journal promotes analyzing contemporary communication issues in new light and research. It will aim at bringing to the surface, innovative ways of research to initiate a dialogue on an array of subject matters in the field of communication theory and practice. The journal will engage in a wide range of themes in the media studies, digital media, and communication management among others.