Augmented services brand equity : In Egyptian private universities = قيمة العلامة التجارية للخدمات الداعمة في قطاع الجامعات الخاصة المصري / Ahmed Eldegwy ; Supervised Wael Kortam

Thesis (Ph.D.) - Cairo University - Faculty of Commerce - Department of Business Administration

Do the university-augmented services have the attributes of a brand? To answer this question, the study examines the behavioral effects of consumer-based brand equity (CBBE) of the social aspects of university-augmented services (AS). In other words, this research aims to determine the effects of AS{u2019}s brand characteristics on CBBE outcomes. Furthermore, previous research propose the absence of supplementary/Augmented services may not produce dissatisfied consumers, were as the offering these services may enhance the core and therefore produce consumer delight.. However, this study contends that Social AS do not share this characters of supplementary services as their absence is found to dissatisfy the consumers/students. The study endeavors to produce a best practice brand building recommendations for marketing professionals in H.E. In this attempt this study aims to unify separate streams of literature related to AS and CBBE. To date, studies examining branding in service industries have overlooked AS brands in higher education (HE). Other studies approach the topic from one side only, either the study of AS or service branding. However, the proposed model provides an attempt to detect AS as a brand that could be a game changer in HE brand building. The relationships between the model variables were found to be positive and significant; thus, the study findings provide helpful insights that can provide valuable contributions to both practice with some implications for theory. .Social AS are found to have strong brand equity manifestations and are contrary to previous research enlist full range of emotions from negative (dissatisfaction) to positive (satisfaction) and not just the positive range

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