Kaguda, V., Murombo , P. and Chatira, F. (2026) “The Impact of Brand Equity on Customer Choices in the Higher and Tertiary Institutions: Evidence from Universities in Harare, Zimbabwe”, Futures: The Zimbabwe Ezekiel Guti University Journal of Leadership, Governance and Development, 5(1), pp. Pages: 56– 80. doi:10.71458/hv5fw104.