| dc.description.abstract | The growing number of higher learning institutions in Kenya and around the world has
emphasized the importance of brand equity in customer decision-making. Despite the role of
brand equity, enrollment in public universities has been declining in the past three years.
KNBS report recorded that the country’s total university enrollment declines by 1.9% to
509,473 in the academic year (2019-2020), from 519,462 in the previous academic year, with
enrollment in public universities decreasing by 4.7%, from 433,245 in 2018-19 to 412,845
before the end of the academic year (2019-2020). The aim of the study was to assess the brand
equity and Customer citizenship behavior among students of selected universities within
Mount Kenya region. The specific objectives included to: find out the effect of brand image,
brand loyalty, brand awareness, and perceived quality on customer citizenship behavior.
Keller brand theory and Aaker Brand Equity theory anchors the study. The study adopted a
descriptive research survey. The accessible target population was 3000 4th year undergraduate
students of selected universities within Mount Kenya region. The study used sampling
formula proposed by Israel (2009) to obtain the required sample size of 254 respondents from
the study. Primary data was collected using both closed and open-ended questionnaires. The
questionnaires were carefully structured and pre-tested and adjusted to meet the demands of
the study. The researcher administered the questionnaires personally to create a personal link
with the respondents. The researcher acquired research permit from necessary institutions for
use in the field. Data was analyzed using descriptive and inferential statistics. The findings
showed that brand image, brand loyalty, brand awareness, perceived quality had a positive
and significant effect on customer citizenship behavior. The study concluded that brand equity
contributes significantly to enhanced customer citizenship behavior. The study recommends
that Universities should ensure brand image that evokes cleanliness. Policy makers in the
government and ministry of education should make policies that are favorable towards brand
equity in Kenyan Universities. Marketers at the universities in Kenya should utilize strong
advertising and marketing campaigns to create more brand awareness and hence build
customer citizenship behavior. | en_US |
