n Management Dynamics : Journal of the Southern African Institute for Management Scientists - The impact of brand identity on the perceived brand image of a merged higher education institution : part one




This article, the first of a series of two, reports on the findings of a conceptual model which empirically tested the impact of selected independent variables ( and ) on a moderating variable () and, in turn, the influence thereof on brand image as the dependent variable.

Stakeholders of a recently merged Higher Education Institution, the Nelson Mandela Metropolitan University, were surveyed using a newly developed research instrument. The empirical results revealed that the independent variables and exerted a significant positive influence on the moderating variable . The items used to measure the variable did not demonstrate acceptable levels of discriminant and construct validity and could not be subjected to further testing.


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