The Influence of University Branding on high School Students' Academic Major and Institution Choice

Abstract

This study investigates the influence of university brand factors on high school students' decision-making in the context of a transitioning economy. Drawing on theories of service marketing, organizational branding, and brand equity, the study proposes a multi-dimensional model incorporating brand loyalty, brand attachment, and brand supporting behavior as key outcome constructs. Additionally, internal branding and organizational culture are examined as antecedent variables that shape brand equity in higher education. A mixed-methods approach is employed, including qualitative focus group discussions and a pilot survey with 135 participants, followed by a large-scale quantitative survey with 527 high school students. The measurement model is assessed using Cronbach’s alpha and Exploratory Factor Analysis (EFA), while Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) are used to validate the theoretical framework. Findings indicate that reputation and rankings have the strongest influence on students' university choice decisions, followed by brand trust and perceived academic quality. Brand awareness serves as a foundational factor, but is insufficient on its own to drive decision-making. The study highlights the importance of internal credibility, consistent communication, and emotional brand connection in enhancing university brand equity and shaping students' enrollment intentions.