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In the competitive environment of Tanzanian public higher education, maintaining a competitive edge requires an innovative approach to institutional branding. This article focuses on understanding the elements that influence brand loyalty among local students, particularly university image, perceived teaching quality, self-efficacy, and intention. Grounded in the Theory of Planned Behavior, the research employed proportionate random sampling to select participants and distributed&nbsp;1,000 questionnaires across five public universities in Tanzania, receiving 400 valid responses for analysis using Structural Equation Modeling. The results indicated significant direct effects of university image, perceived teaching quality, and intention on brand loyalty, while self-efficacy exhibited no statistically significant impact. The findings underscored the critical role of perceived teaching quality and university image in shaping student loyalty toward a university's brand. Additionally, the study highlights the importance of intention as a mediating factor in influencing brand loyalty. These insights contribute to enhancing institutional branding strategies in Tanzanian public higher education. The study also offers practical recommendations and identifies areas for future research to strengthen branding and foster loyalty among students.

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Original Research 

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Issue

Enhancing Brand Loyalty in Tanzanian Public Higher Education Institutions 

Universities will function well if the management and administration of the education sector are improved and the resources available are well utilized. These resources include the caliber of professors, instruction, market orientation, and an efficacious leadership style. The purpose of this study is to investigate the relationship between market orientation, university performance in Tanzania, and the mediating impact of an efficacious leadership style. The Resource Based Theory (RBT) was applied. Self-administered questionnaires were used at five of Tanzania's largest public universities to collect data. One hundred twenty responses were analyzed using SMART PLS. The outcomes were as follows: Efficacious leadership demonstrated a significant positive relationship with university performance, and market orientation demonstrated a significant positive relationship with efficacious leadership. An efficacious Leadership Style (EL) had a mediating effect on the relationship between University Performance (UP) and Market Orientation (MO). Policymakers and other interested parties were also provided with the study's recommendations for additional research.

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Market Orientation and University Performance in Tanzania: Mediating Efficacious Leadership Style 

This paper aims to deepen understanding and knowledge regarding the analyzing the drivers of foreign direct investment inflows and their impact on economic growth in Tanzania. Many developing countries aspire to shift from agriculture-centric economies to achieve sustainable development through industrialization. Realizing this goal, however, has been challenging, prompting an examination of the sixty-year trends and effects of FDI on Tanzania&rsquo;s industrialization trajectory. This study employs a comprehensive approach utilizing time series models, specifically the Vector Autoregressive (VAR) model and the Error Correction Model (ECM), to analyze the dynamic influence of FDI on economic growth. By forecasting the 33-year trajectory of economic growth and FDI inflows using data from the World Bank spanning 1990 to 2020, this methodological framework aims to provide a nuanced understanding of the FDI- economic growth relationship, contributing valuable insights to the economic development discourse. The study&rsquo;s results highlight the significant role of FDI in shaping both short- and long-term FDI progress, which is critical to advancing Tanzania&rsquo;s economic growth. This underscores FDI as a key driver for economic growth by facilitating economic upgrading through FDI.

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Analyzing the Drivers of Foreign Direct Investment Inflows and their Impact on Economic Growth in Tanzania