Abstract

The higher education sector is envisioned to continue contributing significantly to the growth of developed economies. The radical change in offerings from this sector over the last decade, the changing perceptions of quality education, and the marketability of the education business has led to the branding of a university’s service. However, as branding is customarily linked to physical products, there has been a lack of research dedicated to exploring service branding from the consumers’ perspective. The study on which this paper is based on, examined key determinants of a meaningful service brand and the intention of consumers to use a particular brand of service. The study surveyed 400 PHEI undergraduates and revealed that brand image and value for money are the primary factors that influence consumers in their choice of higher education service. This paper theoretically and empirically provides academe with a foundation for future research as well as valuable ideas for developing consumer oriented marketing strategies for educational services.