MARKETING Mix as Influencers of Academe Brand LOYALTY

Abstract

In an increasingly competitive educational landscape, understanding what drives student loyalty is essential to sustaining institutional growth. This study explored how selected components of the marketing mix—product, price, place, and promotion—influenced academe brand loyalty among higher education students. The study utilized a quantitative research design, specifically a descriptive-correlational method. The correlational aspect examined the relationship between the independent variables product, price, place, and promotion, and the dependent variables, which encompassed the different dimensions of brand loyalty (cognitive, affective, and behavioral). This research design enabled the study to examine the interplay between the marketing strategies of academic institutions and their students' brand loyalty. A total of 300 higher education students participated in the study. The respondents were selected using a stratified random sampling approach to ensure representation across various academic programs. Based on the data gathered, the study applied quantitative methods to determine the strength and nature of these relationships. Results indicated that all four elements of the marketing mix were positively associated with brand loyalty. These findings reinforced the relevance of the Marketing Mix Model and Relationship Marketing Theory in educational settings, offering valuable insights for academic institutions aiming to strengthen their branding strategies and student engagement initiatives.