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Dutch Journal of Finance and Management

Brand Equity Influence on the Adoption of Professional Learning Courses: A Case of BA ISAGO University
Douglas Chiguvi 1 * , P. T. Guruwo 1, R. Tadu 2
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1 Department of Entrepreneurship, BA ISAGO University, Gaborone, BOTSWANA
2 Academic Affairs and Research, BA ISAGO University, Gaborone, BOTSWANA
* Corresponding Author
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Research Article

Dutch Journal of Finance and Management, 2020 - Volume 4 Issue 2, Article No: em0064
https://doi.org/10.29333/djfm/8423

Published Online: 30 Jul 2020

Views: 2621 | Downloads: 1366

Open Access
How to cite this article
APA 6th edition
In-text citation: (Chiguvi et al., 2020)
Reference: Chiguvi, D., Guruwo, P. T., & Tadu, R. (2020). Brand Equity Influence on the Adoption of Professional Learning Courses: A Case of BA ISAGO University. Dutch Journal of Finance and Management, 4(2), em0064. https://doi.org/10.29333/djfm/8423
Vancouver
In-text citation: (1), (2), (3), etc.
Reference: Chiguvi D, Guruwo PT, Tadu R. Brand Equity Influence on the Adoption of Professional Learning Courses: A Case of BA ISAGO University. DUTCH J FINANCE MANA. 2020;4(2):em0064. https://doi.org/10.29333/djfm/8423
AMA 10th edition
In-text citation: (1), (2), (3), etc.
Reference: Chiguvi D, Guruwo PT, Tadu R. Brand Equity Influence on the Adoption of Professional Learning Courses: A Case of BA ISAGO University. DUTCH J FINANCE MANA. 2020;4(2), em0064. https://doi.org/10.29333/djfm/8423
Chicago
In-text citation: (Chiguvi et al., 2020)
Reference: Chiguvi, Douglas, P. T. Guruwo, and R. Tadu. "Brand Equity Influence on the Adoption of Professional Learning Courses: A Case of BA ISAGO University". Dutch Journal of Finance and Management 2020 4 no. 2 (2020): em0064. https://doi.org/10.29333/djfm/8423
Harvard
In-text citation: (Chiguvi et al., 2020)
Reference: Chiguvi, D., Guruwo, P. T., and Tadu, R. (2020). Brand Equity Influence on the Adoption of Professional Learning Courses: A Case of BA ISAGO University. Dutch Journal of Finance and Management, 4(2), em0064. https://doi.org/10.29333/djfm/8423
MLA
In-text citation: (Chiguvi et al., 2020)
Reference: Chiguvi, Douglas et al. "Brand Equity Influence on the Adoption of Professional Learning Courses: A Case of BA ISAGO University". Dutch Journal of Finance and Management, vol. 4, no. 2, 2020, em0064. https://doi.org/10.29333/djfm/8423
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.
KEYWORDS
Brand Equity (BE) Adoption of Professional Learning Course (APLC).
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