The impact of business aliances as a competitive ad vantage on a companys brand image and customer satisfaction: a case study of JKUAT
Abstract
Brands are always initial points of completive offers in consumi
ng markets, and then they can
be socritical for organizations success. It is very important
for brands to be strategically well
managed(wood, 2000, p663). Brand equity shows price gain absorbed by a str
ong brand vs. a
mediate one(Aaker 1996, p15, Barwise, et al. 1989, p25). Besides bra
nd equity increases
company’s valueindirectly through supporting customer’s value. The hi
gher education sector
has a great role in development and duringrecent years encountered s
everal challenges such
as being on the increasing competition due toincreased customers a
wareness and knowledge
level. Speeds environmental changes and expeditemovements of compe
titors in government
and private sections and urgency of absorbing resources have motiva
ted the the industry to
improve their customers’ satisfaction degree in order to creat
elifetime patrons, maintain and
enhancing their advantage through creating new values which require
affiliation of the
learning institutions and customers
The study aims to provide valid information to stronglyretaliate
that brands are important
competitive points and attentionshould be focused on development of syste
matic point of
view about products/services and brands, inorder to describe how tangible
assets- which are a
brand manager’s selective marketing mix- cancombine with the
product/ service forming
brand equity and affecting buyer’s decision.It seems that Kenya
higher education industry
doesn’t have organized systematic andscientific plans to recogniz
e and meet customers’
needs and stop losing customers and to makelifetime patrons due to ine
ffective brand
management decision. vi
In this research we are going to identify those customer satisfa
ction drivers which have an
impact oncreating brand equity and specify how the impact of the
same can offer competitive
advantage to companys brands. Consequently we can help managers t
o implement the same.
So, the study of impediments for marketing activities and finding pr
oper and scientificbased
solutions seems to be essential for developing marketing in organizat
ions especially for the
higher education.The findings can help the industry to formulatemarketi
ng strategies
according their requirements. The proposed model is what this res
earch couldshare in
scientific marketing theories related to branding and development of
strategies
foreffectiveness in managing, and help marketing researchers
to expand theories of brand
which are all the sub-purpose of this research.
Publisher
University of Nairobi