Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/308683 
Year of Publication: 
2020
Citation: 
[Journal:] Dutch Journal of Finance and Management [ISSN:] 2542-4750 [Volume:] 4 [Issue:] 2 [Article No.:] 64 [Year:] 2020 [Pages:] 1-7
Publisher: 
Veritas Publications, London
Abstract: 
The study examines both the cognitive psychology and economics philosophies of the influence of brand equity on the adoption of professional learning courses in education and training providers (ETPs), using BA ISAGO University as a case study. A stratified sampling technique was applied to collect data from a sample of 114 respondents. The results show that there is "no or negligible relationship between brand equity (BE) and adoption of PLC in BIU during the given half a decade era. The study concludes that failure to attract students for PLC might be influenced by other extenuating factors apart from brand equity thus recommends development of stand-alone marketing campaign activities for professional learners and desists from combining marketing campaigns for PLC with those for home-grown programs as was the current case with BIU. Further studies could be done to evaluate pricing and or entry modes as an inducer for the uptake of PLC within tertiary institutions.
Subjects: 
Brand Equity (BE)
Adoption of Professional Learning Course (APLC)
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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