Brand name and customers’ intention

Abstract

The purpose of this paper is to examine the role of the brand dimension of perception of quality, brand image, and integrated marketing communications towards attitude and subsequent influence on consumer interest in university scope. The study aims to analyze the role of college brand from the perspective of high school students in Indonesia as a developing country. The survey was conducted on 397 students. Data analysis and testing of the integrated model proposed the use of Structural Equation Modeling. The results of the analysis show that there is a brand influence for the dimension of quality perception, brand image, integrated marketing communications towards the interest of the college. The three dimensions of the brand have a positive effect on interest to college. There is an insignificant influence from the perception dimension of quality to interest, while other dimensions have a significant effect on student interest to college. These results provide an overview for the college management to develop the institutional brand strategy because this study uses a sample of high school students as a true college consumer. Empirically, the results of this study indicate that consumers of higher education in Indonesia, i.e. high school students, assess the brand of college, that leads to a positive attitude based on the significance of the brand. Furthermore, there is a positive and significant influence on attitudes toward student interest for college election.