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Conceptual F - Macono et al 2022.docx

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Conceptual F - Macono et al 2022.docx

  1. 1. By view of a synthesized understanding of the salient literature and appropriate theories, sourced from the theory of Quinn (2018)and other school brand management authors revolving around Brand Equity Theory formed the concepts of the anchored variables of this study, namely the Brand Awareness, and the Promotional Strategies; Moreover, the conceptual framework of this in relation to the theory used by the researchers believe that the Brand Equity and promotional strategies of an institution are crucial variables of school management, with a perspective that there is an influence between the aforementioned variables in terms of the school’ success and popularity. In this study, Brand Awareness is considered as the independent variable, while Promotional Strategies is considered as the dependent variable. Branding and advertising of the school has the great impact for the student to select their perspective school for college. Moreover, the researchers believe that Brand Awareness and Promotional Strategies has a direct link, and that the way it is managed impacts how the students engage with the institution (Barshay 2019).

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