Abstract
The stud aims at investigating brand equity along with its relevant determinants specifically the students' preferences as proposed in earlier literature then institutes of higher studies will be not only attract a mass number of students' but be able to serve the society in a far better manner. In addition, the objective of this study is also to examine the causal chain of a relationship among the antecedents of brand equity like students preferences, brand meaning, students' satisfaction, trust, and commitment with the mediating role of attachment strength in the higher education sector of Pakistan. A survey questionnaire was used for the collection of data from graduate level students of Pakistani Universities from Khyber Pakhtunkhwa (KPK), Azad Jammu & Kashmir (AJK) and GilgitBaltistan. A sample of 255 students was analyzed using SmartPLS3.2.7. The findings of the study revealed that there exists a causal chain of a relationship among the constructs of the conceptual model. Furthermore, attachment strength fully mediates between brand meaning and the relationship factors like Students' satisfaction, and trust while partially mediates amid brand image on student commitment. This paper is an effort to provide ample guidelines to the policymakers in the higher education sector
Keyword(s)
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