Published April 30, 2026 | Version CC-BY-NC-ND 4.0
Journal article Open

Repositioning Technical and Vocational Education and Training in National Education Hierarchies: A Marketing Management Analysis of Reputational Equity in The Gambia

Authors/Creators

  • 1. Department of Institute of Innovation and Entrepreneurship, The Gambia University of Applied Science, Engineering and Technology, Kanifing Estates, Serrekunda (Kanifing Municipal Council), Gambia.

Description

Abstract: This study examines the formation and constraints of reputational equity within the Technical and Vocational Education and Training sector in The Gambia, extending marketing theory by conceptualising TVET as a sector-level (macro-brand) system rather than a collection of individual institutions. A convergent mixed methods design was employed, combining large-scale survey data with in-depth stakeholder interviews across multiple regions. Quantitative and qualitative data were analysed concurrently and integrated to examine how institutional signalling, stakeholder perceptions, and symbolic legitimacy interact to shape reputational outcomes. The findings reveal a functional-symbolic reputational paradox, in which Technical and Vocational Education and Training is widely perceived as economically valuable for employability and entrepreneurship, yet remains constrained by low prestige and identity-based hesitation. While signalling infrastructure positively influences stakeholder perceptions, its impact is moderated by symbolic legitimacy structures that filter how value is interpreted. Reputational equity is shown to enhance trust and advocacy, but its conversion into enrolment preference remains conditional on overcoming stigma and status-based hierarchies. The study advances marketing management scholarship by (i) extending reputational equity to a sector-level market system, (ii) introducing the functional–symbolic paradox as a boundary condition in value–choice relationships, and (iii) developing a signal-dependent, multi-stakeholder model of reputational formation in education markets. The findings provide a transferable framework for analysing reputational dynamics in Technical and Vocational Education and Training and other public service sectors, particularly in emerging economies.

Files

I187312090526.pdf

Files (622.0 kB)

Name Size Download all
md5:d808078329259f59b8bf6b3f17ab4bc2
622.0 kB Preview Download

Additional details

Identifiers

DOI
10.35940/ijmh.I1873.12080426
EISSN
2394-0913

Dates

Accepted
2026-04-15
Manuscript received on 02 April 2026 | Revised Manuscript received on 09 April 2026 | Manuscript Accepted on 15 April 2026 | Manuscript published on 30 April 2026

References

  • Adams, A.-Z., Intsiful, E., ZagoonSayeed, H., & Essuman, A. (2023). Examining public perception on technical and vocational education and training enrolment in Ghana. International Journal of Training Research. DOI: https://doi.org/10.1080/14480220.2023.2222943
  • Adewole, O. (2024). Translating brand reputation into equity from the stakeholder's theory: An approach to value creation based on consumers' perception and interactions—International Journal of Corporate Social Responsibility, 9, Article 1. DOI: https://doi.org/10.1186/s40991-023-00085-5
  • Aldossari, A. S. (2020). Vision 2030 and reducing the stigma of vocational and technical training among Saudi Arabian students. Empirical Research in Vocational Education and Training, 12, Article 3. DOI: https://doi.org/10.1186/s40461-020-00089-6
  • Amado-Mateus, M., Guzmán Rincón, A., Juárez, F., & Ramos, I. (2024). Validity of the multidimensional reputation perception scale in private universities. Frontiers in Education, 9, 1365210. DOI: https://doi.org/10.3389/feduc.2024.1365210
  • Arbale, H., & Mutisya, D. N. (2024). Book Review: Research Methods for Business Students (Eighth Edition) by Mark N. K. Saunders, Philip Lewis, and Adrian Thornhill (Pearson Education, 2019). African Quarterly Social Science Review, 1(2), 8-21. DOI: https://doi.org/10.51867/AQSSR.1.2.2
  • Awal, R. (2026). Graduates' perception of the relationship between technical and vocational education and training and graduates' employment prospects—National Academy for Educational Management. DOI: https://doi.org/10.35564/jmbe.2025.0020
  • Dwivedi, Y. K., et al. (2021). Setting the future of digital and social media marketing research. International Journal of Information Management, 59, 102168. DOI: https://doi.org/10.1016/j.ijinfomgt.2020.102168
  • Foroudi, P., Gupta, S., Kitchen, P., Foroudi, M. M., & Nguyen, B. (2021). A framework of place branding, place image, and place reputation. Journal of Business Research, 130, 103–113. DOI: https://doi.org/10.1016/j.jbusres.2020.10.045
  • Hair JF, L.D.S., Gabriel, M., da Silva D.,& Braga J. S. (2019), Development and validation of attitudes measurement scales: fundamental and practical aspects". RAUSP Management Journal, Vol. 54 No. 4 pp. 490–507, DOI: https://doi.org/10.1108/RAUSP-05-2019-0098
  • Hoque, M. N., Khan, H. Z., Moses, O., & Elias, A. (2024). Corporate reputation, cost of capital and the moderating role of economic development: International evidence. Meditari Accountancy Research, 32(4), 1106–1134. DOI: https://doi.org/10.1108/MEDAR-03-2023-1951
  • Ismail, Z., Ibrahim, A., & Najib, N. A. A. (2025). Strategic brand resilience in higher education: Insights from Keller's customer-based brand equity model. The International Journal of Research and Innovation in Social Science (IJRISS). DOI: https://dx.doi.org/10.47772/IJRISS.2025.90400482
  • Li, D., Ding, T., & Liang, L. (2025). A theory of going public decision based on reputational capital. Journal of Systems Science and Complexity, 38, 1109–1135. DOI: https://doi.org/10.1007/s11424-025-3322-5
  • Makatita, M., Amin, M.A., & Surijadi, H. (2022). The Impact of Brand Reputation, Brand Equity and Brand Competence on Brand Loyalty. PUBLIC POLICY (Jurnal Aplikasi Kebijakan Publik & Bisnis). DOI: https://doi.org/10.51135/PublicPolicy.v3.i1.p27-41
  • Mante, N., Okoye, D., Chineta, M., & Xu, H. (2025). A systematic literature review of technical and vocational education and training (TVET) systems: An insight from China and Sub-Saharan Africa. Pedagogy and Psychology of Sport, 23, 64486. DOI: https://doi.org/10.12775/PPS.2025.23.64486
  • Marvi, R., Zha, D., & Foroudi, P. (2024). Elevating B2B branding in a global context: Integrating existing literature and proposing a forward thinking conceptual framework. Industrial Marketing Management, 120, 247–272. DOI: https://doi.org/10.1016/j.indmarman.2024.06.006
  • Owusu-Agyeman, Y., Brenya, B., Kwapong, O. A. T. F., & Abrefa Gyan, T. (2025). Teacher perceptions about the reputation of technical and vocational education and training in Ghana. Education + Training, 67(3), 361–388. DOI: https://doi.org/10.1108/ET-10-2023-0446
  • Parente-Laverde A., Martins, I., Rojas-de Francisco L.I (2026;), Corporate reputation, country reputation and international performance: bridging institutional theory and emerging markets insights. Management Research: The Journal of the Iberoamerican Academy of Management, Vol. ahead-of-print No. ahead-of-print. DOI: https://doi.org/10.1108/MRJIAM-05-2025-1722
  • Pilz, M. (2025a). Guest editorial: Not in high regard: An exploration of the low reputation of vocational education in the Global South. Education + Training, 67, 279–282. DOI: https://doi.org/10.1108/ET-03-2025-569
  • Pilz, M. (2025b). Status, image, standing and so on: A conceptual framework to systematise attractiveness of vocational education and training. Education + Training, 67, 283–298. DOI: https://doi.org/10.1108/ET-01-2024-0038
  • Raut, U. R., Pawar, P. A., Brito, P. Q., & Sisodia, G. S. (2019). Mediating model of brand equity and its application. Spanish Journal of Marketing – ESIC, 23(2), 295–318. DOI: https://doi.org/10.1108/SJME-04-2019-0021
  • Reitsamer, B. F., & Brunner-Sperdin, A. (2021). It is all about the brand: brand credibility, brand attachment, and consumer loyalty. Journal of Brand Management, 28, 291–301. DOI: https://doi.org/10.1057/s41262-020-00229-z
  • Rodríguez-Aceves, L., Rodríguez-Aldana, M. L., & López-Vázquez, L. P. (2025). Reputational capital and conscious business practices of small- and medium-sized enterprises in Western Mexico: Comparison between millennials and generation X. Corporate Governance, 25(1), 71–88. DOI: https://doi.org/10.1108/CG-03-2023-0115
  • Sharma N, Romero M (2022), "Brand implications of advertising products with their reflections". Journal of Product & Brand Management, Vol. 31 No. 2 pp. 310–321, DOI: https://doi.org/10.1108/JPBM-04-2020-2834
  • Shahid, Z. A., Tariq, M. I., Paul, J., Naqvi, S. A. N., & Hallo, L. (2024). Signalling theory and its relevance in international marketing: A systematic review and future research agenda. International Marketing Review, 41(2), 514–561. DOI: https://doi.org/10.1108/IMR-04-2022-0092
  • Subrahmanyam, G. (2020). UNESCO-UNEVOC study on the trends shaping the future of TVET teaching. UNESCO-UNEVOC. DOI: https://doi.org/10.54675/MMQE7367
  • Samet, U. (2024). Online reputation as an economic asset: A meta analysis of digital perception's impact on organisational value (SSRN Working Paper). DOI: https://doi.org/10.2139/ssrn.5347844
  • Vlašić, G., & Langer, J. (2012). Concept of reputation: Different perspectives and robust empirical understandings. Tržište, 24, 219–244. https://hrcak.srce.hr/en/95537
  • Veh, A., Göbel, M. & Vogel, R.(2019). Corporate reputation in management research: a review of the literature and assessment of the concept. Bus Res 12, 315–353. DOI: https://doi.org/10.1007/s40685-018-0080-4
  • Weinreb, Y., & Bamberger, A. (2025). Supervising international students: The role of symbolic capital. Teaching in Higher Education, 30(7). DOI: https://doi.org/10.1080/13562517.2025.2507241
  • Yi, M. R. (2023). Corporate reputation and users' behavioural intentions: Is reputation the master key to moving consumers? SAGE Open, 13(1). DOI: https://doi.org/10.1177/21582440231154486