Abstract:
The main purpose of this thesis is to examine the effect that brand strength with the
three main components, have on positive word of mouth (WOM) in higher education
institutional market, with turkey having almost 90 million residence and over 7.5
million current students in over 175 universities, the Higher education market has
become a very competitive and fast growing market , especially with a 300%
increase of number of foreigner students in the past couple of years. Word of mouth
is one of the main sources to get info about a higher education institute and thus the
research Within the framework of this study quantitative research methods were
applied. The primary data were collected of 385 respondents via self-administered,
anonymous, online form. Research model was evaluated and analyzed using
Exploratory Factor analysis (EFA), confirmatory factor analysis (CFA) and structural
equational model (SEM) using SPSS and AMOS. Finding of this research suggest
that Brand strength alone does not demonstrate a direct impact on word of mouth
(WOM), Nonetheless it was proved that brand strength demonstrate a significant
indirect effect on word of mouth (WOM) when mediated by satisfaction, loyalty, and
University brand image. The results of this study should reignite the thought of
university branding as a tool to be used to attract and retain students under a well developed profile and satisfaction umbrella.
