International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

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Volume 8 Issue 2
March-April 2026

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The Role of Symbolic Attributes in Shaping Brand Equity: An Empirical Study of Selected Private Universities in Vadodara

Author(s) Dr. Krupa Rao, Dr. Amey Devle
Country India
Abstract This study examines the importance of symbolic attributes in private higher education institutions in India, focusing on identifying their key dimensions and evaluating their influence on brand equity. Based on a comprehensive review of existing literature, three major symbolic dimensions—Perceived Social Image, Perceived Brand Positioning, and Perceived Brand Personality—were conceptualized and incorporated into a proposed research framework. The study aims to test this model by analyzing the relationships between symbolic attributes and brand equity, as well as assessing whether perceptions of these attributes differ across demographic variables such as age and gender. Primary data were collected from 160 students of two private universities in Vadodara using a structured questionnaire, and appropriate statistical techniques were employed to empirically validate the proposed framework. The findings confirm that symbolic attributes strongly and reliably predict Brand Equity, explaining 90% of its variance with Perceived Social Image as the most influential factor, while age and gender significantly shape these perceptions, indicating that Brand Equity formation varies across stakeholder groups despite consistently strong positive relationships.
Keywords Symbolic attributes, Perceived brand positioning, Perceived brand personality, Perceived social image, Brand equity
Field Sociology > Administration / Law / Management
Published In Volume 8, Issue 2, March-April 2026
Published On 2026-04-12
DOI https://doi.org/10.36948/ijfmr.2026.v08i02.74402
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E-ISSN 2582-2160
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