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 two

Volume 15, Issue 3
  • ISSN : 1019-567X



This study investigated the perceptions of stakeholders of a higher education institution on brand expectations and actual experiences in using the brand. An empirical model pertaining to brand identity and brand image was constructed and subjected to further empirical testing.

A newly developed research instrument was used to gauge the opinions of 1 092 stakeholders, to determine whether their actual brand experience was similar to that of their brand expectations. Based on the results of t-tests and relative percentage ratings, it was ascertained that the brand did not actually deliver as expected.

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