The mediating role of self-congruity in transnational higher education choice: a proposed framework

Abstract

PurposeThis paper aims to propose a conceptual framework to bridge the gap between the dimensions of brand equity (brand awareness, brand association and perceived quality) and the purchase intention of transnational higher education.Design/methodology/approachThe paper revisits and critically reviews the concepts of marketing in higher education, brand equity, and self-congruity as well as related past studies.FindingsSeveral past empirical studies concluded that the dimensions of brand equity have been unable to significantly influence purchase intention. The review and synthesis of the literature have supported the feasibility of self-congruity to mediate the relationship, thus closing the gap. This study has been able to extend the self-congruity concept into external and internal self-congruity to fit the context of this study which is transnational higher education choice.Originality/valueFocusing on a developing market of Indonesia, it is anticipated that the proposed model will assist the future research in branding of transnational higher education. It was hypothesized that educational brands that are congruent with prospective students' self-image both externally (from the perception by the reference group) and internally (from the perception by themselves) will be more likely to yield positive purchase intention. As a result, this study adds to the current body of knowledge in the field of transnational higher education choice which was found to be lacking.

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“…The unsupported H1, that brand awareness does not relate positively to enrollment intention, further justifies the research gap of this study. It aligns with the results of many recent empirical studies that contrast the Theory of Brand Equity across different goods and services and consumer settings (Sudhana, Noermijati, Sabil Hussein, & Khusniyah Indrawati 2021). The unsuccessful relationship warrants fundamental research to explain the underlying mechanism of the failed relationship between external cues and behavioral intention.…”

“…The positive and direct association between brand equity and purchase intention has been well documented (Bian & Liu, 2011;Wang & Li, 2012). Brand equity can be operationalized as multidimensional, consisting of brand awareness, brand loyalty, perceived quality, brand associations, other proprietary assets (Sudhana, Noermijati, Sabil Hussein, & Khusniyah Indrawati, 2021). Brand awareness is defined as the strength of a brand's presence in the target audience's minds over time (Rodríguez-López, del Barrio-García, & Alcántara-Pilar, 2020).…”

A moderated mediation analysis of the low enrollment intention at international higher education in Indonesia

“…The unsupported H1 aligns with some evidence which suggest that brand awareness may not always directly affect purchase intention (Sudhana et al. , 2021).…”

“…The unsupported H1 aligns with some evidence which suggest that brand awareness may not always directly affect purchase intention (Sudhana et al, 2021). For example, consumers may be aware of a brand but still choose to purchase a competitor's product because it better meets their needs or preferences (Oke et al, 2016).…”

Explaining the unsuccessful relationships between brand awareness and behavioral intention: a serial mediation study

“…The highlighted theoretical gap in this study is that the awareness of the esteemed international education brands has been unable to influence the enrolment intention, in contrast to the theory of brand equity. Many recent empirical studies revealed similar results and inconsistencies across different goods and services, consumer populations and consumption settings (Sudhana et al, 2021). This study aims to understand the underlying mechanism explaining the unsuccessful relationship between the two variables.…”