Assessing corporate brand equity of public universities
Brand equity studies focus heavily on the brands of profit-based organisations. Similarly in Malaysia, while there have been a number of studies on leading brands owned by profit-based organisations (e.g. Petronas, Air Asia and Maxis), few studies have explored branding in relation to not-for-prof...
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Universiti Kebangsaan Malaysia Press
2019
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| Online Access: | http://irep.iium.edu.my/78887/ http://irep.iium.edu.my/78887/ http://irep.iium.edu.my/78887/ http://irep.iium.edu.my/78887/1/78887_Assessing%20corporate%20brand%20equity.pdf http://irep.iium.edu.my/78887/2/78887_Assessing%20corporate%20brand%20equity_SCOPUS.pdf http://irep.iium.edu.my/78887/13/78887_Assessing%20corporate%20brand%20equity_WOS.pdf |
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iium-788872020-02-19T09:22:34Z http://irep.iium.edu.my/78887/ Assessing corporate brand equity of public universities Md Noor, Shuhaida Abdul Manan, Kamaruzzaman Abdul Kuthoos, Haja Mydin LB2300 Higher Education Brand equity studies focus heavily on the brands of profit-based organisations. Similarly in Malaysia, while there have been a number of studies on leading brands owned by profit-based organisations (e.g. Petronas, Air Asia and Maxis), few studies have explored branding in relation to not-for-profit organisations, such as public universities. Public universities tend not to place too high a priority on their brand development because they often lack an understanding of the significance of brand equity. The increased pressure on public universities to compete in the highly competitive higher education market, however, is slowly changing this perception. Therefore, this study will offer some preliminary insights into the dimensions contributing to the corporate brand equity of a public university in Malaysia, Universiti Sains Malaysia (USM). This study illustrates how metrics can be used to assess the brand of a public research university and can facilitate the development of corporate brand equity metric for institutions of higher education. Data collection was conducted using the survey method, distributing questionnaires to 400 students from eight local public universities. The findings of this study indicate that the dimensions of awareness, quality of service, trust and relevance have a positive relationship with USM’s corporate brand equity. These findings may help to guide future researchers in understanding the dimensions of brand equity in relation to public universities. Universiti Kebangsaan Malaysia Press 2019 Article PeerReviewed application/pdf en http://irep.iium.edu.my/78887/1/78887_Assessing%20corporate%20brand%20equity.pdf application/pdf en http://irep.iium.edu.my/78887/2/78887_Assessing%20corporate%20brand%20equity_SCOPUS.pdf application/pdf en http://irep.iium.edu.my/78887/13/78887_Assessing%20corporate%20brand%20equity_WOS.pdf Md Noor, Shuhaida and Abdul Manan, Kamaruzzaman and Abdul Kuthoos, Haja Mydin (2019) Assessing corporate brand equity of public universities. Jurnal Komunikasi: Malaysian Journal of Communication, 35 (3). pp. 283-299. ISSN 2289-151X E-ISSN 2289-1528 http://ejournals.ukm.my/mjc/article/view/35203/9843 10.17576/JKMJC-2019-3503-17 |
| repository_type |
Digital Repository |
| institution_category |
Local University |
| institution |
International Islamic University Malaysia |
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IIUM Repository |
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Online Access |
| language |
English English English |
| topic |
LB2300 Higher Education |
| spellingShingle |
LB2300 Higher Education Md Noor, Shuhaida Abdul Manan, Kamaruzzaman Abdul Kuthoos, Haja Mydin Assessing corporate brand equity of public universities |
| description |
Brand equity studies focus heavily on the brands of profit-based organisations. Similarly in Malaysia,
while there have been a number of studies on leading brands owned by profit-based organisations
(e.g. Petronas, Air Asia and Maxis), few studies have explored branding in relation to not-for-profit
organisations, such as public universities. Public universities tend not to place too high a priority on
their brand development because they often lack an understanding of the significance of brand
equity. The increased pressure on public universities to compete in the highly competitive higher
education market, however, is slowly changing this perception. Therefore, this study will offer some
preliminary insights into the dimensions contributing to the corporate brand equity of a public
university in Malaysia, Universiti Sains Malaysia (USM). This study illustrates how metrics can be
used to assess the brand of a public research university and can facilitate the development of
corporate brand equity metric for institutions of higher education. Data collection was conducted
using the survey method, distributing questionnaires to 400 students from eight local public
universities. The findings of this study indicate that the dimensions of awareness, quality of service,
trust and relevance have a positive relationship with USM’s corporate brand equity. These findings
may help to guide future researchers in understanding the dimensions of brand equity in relation to
public universities. |
| format |
Article |
| author |
Md Noor, Shuhaida Abdul Manan, Kamaruzzaman Abdul Kuthoos, Haja Mydin |
| author_facet |
Md Noor, Shuhaida Abdul Manan, Kamaruzzaman Abdul Kuthoos, Haja Mydin |
| author_sort |
Md Noor, Shuhaida |
| title |
Assessing corporate brand equity of public universities |
| title_short |
Assessing corporate brand equity of public universities |
| title_full |
Assessing corporate brand equity of public universities |
| title_fullStr |
Assessing corporate brand equity of public universities |
| title_full_unstemmed |
Assessing corporate brand equity of public universities |
| title_sort |
assessing corporate brand equity of public universities |
| publisher |
Universiti Kebangsaan Malaysia Press |
| publishDate |
2019 |
| url |
http://irep.iium.edu.my/78887/ http://irep.iium.edu.my/78887/ http://irep.iium.edu.my/78887/ http://irep.iium.edu.my/78887/1/78887_Assessing%20corporate%20brand%20equity.pdf http://irep.iium.edu.my/78887/2/78887_Assessing%20corporate%20brand%20equity_SCOPUS.pdf http://irep.iium.edu.my/78887/13/78887_Assessing%20corporate%20brand%20equity_WOS.pdf |
| first_indexed |
2023-09-18T21:51:03Z |
| last_indexed |
2023-09-18T21:51:03Z |
| _version_ |
1777413771128471552 |