Highlights

Abstract

Graphical abstract

Keywords

۱٫ Introduction

۲٫ Literature Review

۳٫ Conceptual model and hypotheses formulation

۴٫ Research methodology

۵٫ Results

۶٫ Discussion

۷٫ Conclusion

References

Abstract

Understanding service branding from the customer perspective is helpful for various organizations to attain a competitive edge and build a strong customer base. This research work aims to evaluate the various dimensions and constructs that affect brand equity and user’s willingness to undertake courses from various e-Learning providers. Data for the quantitative study was obtained using a questionnaire based survey. Analysis of the 378 responses reveals that consumer experience is a strong predictor of both brand meaning and customer satisfaction. Although brand meaning positively impacts brand equity, brand awareness demonstrates a negative effect on brand equity. However, brand equity and customer satisfaction have a significant and positive impact on intention to undertake courses from online learning platforms. The study concludes with discussion on different implications, shortcomings, and directions for future research.

۱٫ Introduction

In this modern era, technological innovations play an important role in shaping individuals’ careers (Fernandes et al., 2020; Vivian et al., 2014). The increasing popularity of online learning services (or e-learning services) has seen a rise in the number of online courses and even online degrees. The available massive open online courses (MOOC) have helped students or professionals in their career growth (von Schmieden et al., 2019). However, to choose the better course rather than a mediocre course (Ray et al., 2019a) from over 9400 available courses (Shah, 2018) is a confusing task and the students or professionals generally opt for courses from organizations which have a better brand image. Branding helps service providers compete on features other than pricing (Bailey and Ball, 2006). In this era of dynamic marketing and constant competition, for developing an emotional bonding with the users’, it is essential to develop a strong brand image (Buil et al., 2013; Gonzalez-Mansilla ´ et al., 2019). However, there is a paucity of research for assessing the factors that affect brand equity and user’s willingness to undertake courses from eLearning platforms. From the business aspect, the sustainability of various e-Learning providers is dependent on mainly three aspects: First the online learning platforms have to satisfy the needs and expectations of users (Ray et al., 2019a, Ray et al., 2020c). Hence, it is essential to find out the predictors of customer satisfaction which will affect their willingness to undertake courses from the online providers. Second the e-Learning providers should be able to provide courses useful for future career and can be trust-worthy (Ray et al., 2019a). It is necessary for organizations to find out how the company presents their brand, external brand communications and consumer’s experience with the e-Learning provider on consumer’s willingness to undertake online courses. Third, in this modern era with the rising popularity of various social-media platforms (Chatterjee, 2019), it will be interesting to assess the effect of online-reviews and online-ratings on brand awareness and brand meaning. We feel that understanding the impact of different predictors of brand equity of e-Learning providers can be significantly linked with the consumer’s intention to undertake online courses from that specific provider.