Understanding Brand Perception and Purchase Drivers Among Engaged Stakeholders for Products Developed at the University of the Philippines Los Baños

Authors

Emil John C. Cabrera, University of the Philippines Los Banos - College of Economics and Management, Department of Agribusiness Management and EntrepreneurshipFollow
Eunice Dianne Y. Algar, University of the Philippines Los Banos - Technology Transfer and Business Development OfficeFollow
Cathrene P. Amante, University of the Philippines Los Banos - Technology Transfer and Business Development OfficeFollow
Rainielle Kyle M. Guison, University of the Philippines Los Banos - Technology Transfer and Business Development OfficeFollow

Abstract

Branding for universities is a relatively new concept, particularly as they position themselves to be an “entrepreneurial university.” This model necessitates a proactive approach to intellectual property (IP) management and technology transfer. Recent studies on university branding focus on higher educational institutions (HEIs) and how branding supports the development of their distinct identities and reputation. However, research on the perception of university-developed products, particularly in the context of the Philippines, is still limited. This study, therefore, examined the brand perceptions and purchase drivers of engaged stakeholders towards University of the Philippines Los Baños (UPLB)-developed products to evaluate the effectiveness of the university’s branding and IP commercialization efforts. An online survey was distributed to the participants of the events organized by the UPLB Technology Transfer and Business Development Office (TTBDO) on the 114th UPLB Foundation Day in March 2023. A total of 104 UPLB constituents and customers responded to the survey, which used a Likert scale to measure brand imagery, awareness, and familiarity. The Likert scale responses were tested for reliability using Cronbach’s alpha. Results showed that UPLB is widely recognized for academic excellence, although perceptions of its innovation, food security, environmental, and health initiatives are mixed. Product-level brand visibility remains low, with only 41.09% of frequent dairy product consumers familiar with the brand, and most stakeholders have never heard about some of the presented UPLB products. Reasons that are related to branding and packaging did not significantly affect their decision to purchase, but some sociodemographic characteristics influence brand awareness and familiarity and the proposed packaging design. Recommendations include leveraging the university–community connection and social proof in addition to the enhanced branding strategies.

Keywords

university branding, marketing, entrepreneurial university

Disciplines

Marketing | Strategic Management Policy | Technology and Innovation

Files

Publication Date

Spring 3-2025

Recommended Citation

Cabrera, Emil John C.; Algar, Eunice Dianne Y.; Amante, Cathrene P.; and Guison, Rainielle Kyle M., "Understanding Brand Perception and Purchase Drivers Among Engaged Stakeholders for Products Developed at the University of the Philippines Los Baños" (2025). Asia-Pacific Intellectual Property Management and Innovation Book Series. 9.
https://animorepository.dlsu.edu.ph/apipmibookseries/9