Brand Salience and Students’ Enrollment Decision in Public Universities in Kenya

In today’s competitive higher education environment, universities are increasingly required to develop strong brand salience in order to attract students, enhance institutional reputation, and sustain enrollment growth. Despite public universities in Kenya holding a significant share of the higher education market, they continue to experience declining student enrollment, largely due to increased competition from private institutions and challenges in effectively converting brand equity salience into actual recruitment outcomes. The purpose of this study was to examine brand salience and students’ enrollment decisions in public universities in Kenya. Specifically, the study sought to determine the relationship between brand salience and students’ enrollment decisions. The study was anchored on the Customer-Based Brand Equity (CBBE) model and Resource-Based View (RBV) theory, which collectively explain how brand perceptions, institutional capabilities, and behavioural intentions influence decision-making processes. A causal research design guided by a positivist research philosophy was adopted. The target population was 3,171 respondents drawn from management staff and students across 35 public universities in Kenya, from which a sample size of 355 was selected by using Taro Yamane’s formula. Data were collected using structured questionnaires administered through a blended approach of online and physical distribution, Interview schedules was also conducted to key informants (DVC, Corporate Affairs, Director Linkages and Resource Mobilization) on what they do about branding. Quantitative data were analyzed using descriptive and inferential statistics, including multiple regression analysis, with the aid of SPSS version 27. The findings revealed that dimensions of brand salient significantly influence students’ enrollment decisions as brand salience (B = 0.110, p = 0.045). The qualitative results for the key in informants were also discussed. The study concludes brand salience has a statistically significant but foundational influence on students’ enrollment decisions in public universities in Kenya. Its primary role is to generate initial awareness, visibility, and mental availability of institutions within a highly competitive higher education environment.

Brand Salience, Brand Awareness, Institutional Choice, Public Universities, Mental availability.

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