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This study aims to examine the relative influence of branding antecedents on different aspects of brand management of higher education institutes (HEIs). The extant literature was reviewed systematically to identify the branding antecedents and branding aspects for higher education institutes (HEIs). Subsequently, branding antecedents and branding aspects were empirically tested. Following this, relative influence of branding antecedents on branding aspects was tested. Competence and service quality have been found most important antecedents of branding for HEIs. Heritage has been found as most influencing antecedent for the development of brand identity. Similarly, service quality closely followed by competence has been found most influencing antecedents for the development of brand image. Competences closely followed by reputation have been found to be the most influencing antecedents for the development of brand meaning. The most noteworthy feature of the study is that HEIs may adopt the 'inside-out' approach of branding contrary to the traditional and prevalent 'outside-in' approach.

Past research works in the area of customer loyalty are insufficient to provide clear understanding of linkage in attitudinal and behavioral loyalty. In order to explain this linkage, present research tests the relationship between two forms of customer loyalty: attitudinal and behavioral. The study employs survey methodology to collect the responses from 600 customers of health clinics, fitness centers, beauty salons, and convenience stores. The data were collected through a structured questionnaire with a series of statements based on a 7-point Likert scale. To examine the bilateral relationships, a non-recursive model was implemented using structural equation modeling in Amos 17.0 designed for data analytics. The results reveal that attitudinal loyalty drives behavioral loyalty, while behavioral to attitudinal loyalty has been insupportable across the sample collected from diverse service categories. The study provides insights about the design of marketing strategies in targeting customers’ attitudinal loyalty, so that positive behavioral responses can be obtained to sustain the growth and profitability. This research adds value to the growing body of literature on customer loyalty by identifying the relationships between two broad dimensions: attitudinal and behavioral. The study empirically substantiates that an attitude–behavior relationship is significant to achieve true customer loyalty.

A growing body of academic and practitioner literature has highlighted the role of consumer experience management in maintaining long-term relationships with consumers. However, related studies are still divergent and there is little empirical evidence available to support the positive effect of consumer experience management on attitudinal and behavioural loyalty. The present study aims to fill this gap by investigating the direct and indirect impacts of consumer experience efforts on attitudinal and behavioural loyalty. To conduct an empirical study, data was collected from consumers of three service firms: health, retail, and wellness. By means of AMOS17.0, using CFA and SEM techniques, the measurement and comparison of structural models was carried out to test the invariance across three service groups. This article has significant implications for academicians well as marketers of service firms.