Dimensions of Brand Image: A Study in B-Schools in India

Changing economic conditions and intensification of global competition have given management education an increasingly central role in the success of individuals and corporations. The Government of India liberalized bus iness education in the early 1990s, resulting in the increase in the number of business schools. While many business schools have carved a niche for themselves, the brand image of a few has set them apart. A modest attempt has been made in this paper to identify the factors that constitute the brand image of a B-school. The paper also compares the perceptions of students and faculty members of B-schools on the constituents of brand image. Relevant literatures in the subject have been reviewed and thirteen dimensions of brand image have been identified. A structured questionnaire with 140 items pertaining to the aforesaid dimensions was administered to 268 students and faculty members. The responses were analyzed by using inter item co efficients of correlation, cronbach alpha, factor analysis and regression analysis. Factors such as ranking, award, recognition, approval, affiliation and accreditation; intellectual capital (faculty, research, training and consulting); programme delivery and academic input; physical facilities including infrastructure; placement; admission and quality of intake; examination & evaluation systems; advertisement and branding; alumni network; student performance in co-curricular and extra curricular activities; social projects undertaken; fees; and networking and International collaborations are considered as the important dimensions of brand image of B-schools.