BRANDING THROUGH LEGACY: EXAMINING ALUMNI STATUS AS AN ASSURANCE FACTOR IN MANAGEMENT EDUCATION
Keywords:
Alumni, Branding, Management Institutes, SERVQUAL, Assurance Factor, Higher Education, Brand Equity,,Abstract
In the contemporary landscape of higher education, the branding of management institutes
plays a critical role in attracting quality students, faculty, and industry partnerships. While
traditional branding elements such as rankings, infrastructure, and placements are often
highlighted, one element that continues to gain prominence is alumni status. Alumni, as
ambassadors of the institution, contribute significantly to the perception of trust, credibility,
and long-term value associated with a management institute. This study explores the impact of
alumni status as an assurance factor—within the SERVQUAL framework—on the branding of
management institutes. Using data collected from 412 respondents and analyzed using
correlation and regression models, the study examines the strength of association between
alumni reputation and institutional brand perception.
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