Signalling of Higher Educational Institutions in India

Increasingly, Higher Educational Institutions (HEI) are using different signals in attracting students to enroll with them. In this study, we explore the signals sent by HEIs and determine through factor analysis that placements, brand name, and infrastructure act as the attractive signals that influence students’ choice of HEI in India. Using the primary data collected from students enrolled in HEIs in India we further develop a structural equation model using the partial least square method and show that brand name and placements are the main factors that contribute to the HEI’s brand loyalty