A School's Corporate Branding and Marketing Strategies in Relation to Students' Institutional Loyalty

Building student loyalty in higher education requires a strong institutional identity, strategic marketing, and meaningful student engagement. This study explored the relationship between school’s corporate branding and marketing strategies on student institutional loyalty in a private higher education institution in Oroquieta City, Philippines. It utilized a descriptive correlational research design. It targeted 142 graduating students from three academic programs. School's Corporate Branding, Marketing Strategies and Students' Institutional Loyalty questionnaires were used in gathering the data. Mean, Standard Deviation, Pearson correlation, and regression analysis were used in analyzing the data. The findings showed that students rated Very Great Extent in both school’s corporate branding and marketing strategies, which strongly influenced their loyalty, with brand reputation and campus accessibility as key predictors for students’ institutional loyalty. Thus, it can be inferred that integrated branding and marketing efforts help in fostering institutional loyalty in the higher education sector. It is recommended that the institution may further strengthen student loyalty and foster institutional growth through consistent and strategic brand communication, enhanced campus accessibility, personalized engagement initiatives, and continuous, data-driven evaluation of its marketing strategies.