AN ECONOMETRIC MODEL OF THE MARKETING FACTORS SHAPING DEMAND FOR HIGHER EDUCATION SERVICES (A BRAND EQUITY, SERVICE QUALITY AND REPUTATION MEDIATION APPROACH)

This article analyses the marketing factors that shape demand for higher education services through an econometric approach that models the effect of brand equity and service quality on applicants' intention to choose a higher education institution (HEI) via institutional reputation. Unlike earlier demand-function approaches, the mediation relationships between latent constructs are examined here by means of covariance-based structural equation modelling (CB-SEM) and a multinomial choice model segmented by field of study. The empirical context draws on official data of the Statistics Agency of the Republic of Uzbekistan (stat.uz), stat.edu.uz and xorazmstat.uz. From the 2024/2025 academic year the allocation of state-order quotas across individual HEIs was abolished and priority was given to engineering, medicine and the exact and natural sciences, which sharply differentiated the structure of demand by field. Drawing on the methodology of international research (the HEdPERF service quality scale and the brand equity–reputation–intention chain), the paper proposes a model specification, hypotheses and a measurement instrument adapted to national conditions.

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