IDEAS home Printed from https://ideas.repec.org/a/rnd/arjevr/v6y2015i3p22-29.html
   My bibliography  Save this article

Factors Contributing to Brand Loyalty towards Malaysia Higher Educational Institutions

Author

Listed:
  • Mona Fairuz Ramli
  • Salniza Md. Salleh

Abstract

This study aimed at filling the gap in the current marketing literature on the driver of brand loyalty towards public higher education institutions in Malaysia. The drivers of brand loyalty studied include university image and perceived teaching and learning quality. Toward meeting the objective, a selfadministrated questionnaire was employed. Smart PLS was used to analyze data from 150 international students of Universiti Utara Malaysia. The result revealed that university image and perceived teaching and learning quality were significantly linked to each other and significantly affected brand loyalty. Proximity this finding will help policy maker to design or develop new marketing strategy in higher education institution which is compatible with student perception as well as to increase the number of international student enrollment.

Suggested Citation

  • Mona Fairuz Ramli & Salniza Md. Salleh, 2015. "Factors Contributing to Brand Loyalty towards Malaysia Higher Educational Institutions," Journal of Education and Vocational Research, AMH International, vol. 6(3), pages 22-29.
    • Handle: RePEc:rnd:arjevr:v:6:y:2015:i:3:p:22-29
    DOI: 10.22610/jevr.v6i3.197
    as

    Download full text from publisher

    File URL: https://ojs.amhinternational.com/index.php/jevr/article/view/197/197
    Download Restriction: no
    File URL: https://ojs.amhinternational.com/index.php/jevr/article/view/197
    Download Restriction: no
    File URL: https://libkey.io/10.22610/jevr.v6i3.197?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Wynne W. Chin & Barbara L. Marcolin & Peter R. Newsted, 2003. "A Partial Least Squares Latent Variable Modeling Approach for Measuring Interaction Effects: Results from a Monte Carlo Simulation Study and an Electronic-Mail Emotion/Adoption Study," Information Systems Research, INFORMS, vol. 14(2), pages 189-217, June.
    2. Isabel Olmedo-Cifuentes & Inocencia Martínez-León & Gary Davies, 2014. "Managing internal stakeholders’ views of corporate reputation," Service Business, Springer;Pan-Pacific Business Association, vol. 8(1), pages 83-111, March.
    3. Lemmink, Jos & Schuijf, Annelien & Streukens, Sandra, 2003. "The role of corporate image and company employment image in explaining application intentions," Journal of Economic Psychology, Elsevier, vol. 24(1), pages 1-15, February.
    4. Brandi A. Watkins & William J. Gonzenbach, 2013. "Assessing university brand personality through logos: an analysis of the use of academics and athletics in university branding," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 23(1), pages 15-33, June.
    5. Cindy Lombart & Didier Louis, 2010. "Impact of brand personality in 3 major relational consequences (trust, attachment and commitment to the brand)," Post-Print hal-00771151, HAL.
    6. Robert Williams & Collins Osei & Maktoba Omar, 2012. "Higher Education Institution branding as a component of country branding in Ghana: Renaming Kwame Nkrumah University of Science and Technology," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 22(1), pages 71-81, June.
    7. Marcelo Gattermann Perin & Claudio Hoffmann Sampaio & Cláudia Simões & Rosiane Pólvora de Pólvora, 2012. "Modeling antecedents of student loyalty in higher education," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 22(1), pages 101-116, June.
    8. Katrin Obermeit, 2012. "Students' choice of universities in Germany: structure, factors and information sources used," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 22(2), pages 206-230, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Balaji, M.S. & Roy, Sanjit Kumar & Sadeque, Saalem, 2016. "Antecedents and consequences of university brand identification," Journal of Business Research, Elsevier, vol. 69(8), pages 3023-3032.
    2. Kati Suomi & Päivikki Kuoppakangas & Jari Stenvall & Elias Pekkola & Jussi Kivistö, 2019. "Revisiting “the shotgun wedding of industry and academia”—empirical evidence from Finland," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(1), pages 81-102, March.
    3. Miotto, Giorgia & Del-Castillo-Feito, Cristina & Blanco-González, Alicia, 2020. "Reputation and legitimacy: Key factors for Higher Education Institutions’ sustained competitive advantage," Journal of Business Research, Elsevier, vol. 112(C), pages 342-353.
    4. Liu, Qian & Shao, Zhen & Fan, Weiguo, 2018. "The impact of users’ sense of belonging on social media habit formation: Empirical evidence from social networking and microblogging websites in China," International Journal of Information Management, Elsevier, vol. 43(C), pages 209-223.
    5. Hazem Ali & Ting Chen & Yunhong Hao, 2021. "Sustainable Manufacturing Practices, Competitive Capabilities, and Sustainable Performance: Moderating Role of Environmental Regulations," Sustainability, MDPI, vol. 13(18), pages 1-19, September.
    6. Claudio Vitari & Elisabetta Raguseo, 2016. "Big data value and financial performance: an empirical investigation [Digital data, dynamic capability and financial performance: an empirical investigation in the era of Big Data]," Post-Print halshs-01923271, HAL.
    7. Vishwas Maheshwari & George Lodorfos & Siril Jacobsen, 2014. "Determinants of Brand Loyalty: A Study of the Experience-Commitment-Loyalty Constructs," International Journal of Business Administration, International Journal of Business Administration, Sciedu Press, vol. 5(6), pages 13-23, November.
    8. Mario Silic & Andrea Back, 2016. "The Influence of Risk Factors in Decision-Making Process for Open Source Software Adoption," International Journal of Information Technology & Decision Making (IJITDM), World Scientific Publishing Co. Pte. Ltd., vol. 15(01), pages 151-185, January.
    9. Gupta, Prashant & Seetharaman, A. & Raj, John Rudolph, 2013. "The usage and adoption of cloud computing by small and medium businesses," International Journal of Information Management, Elsevier, vol. 33(5), pages 861-874.
    10. Asif Khan & Chih-Cheng Chen & Kwanrat Suanpong & Athapol Ruangkanjanases & Santhaya Kittikowit & Shih-Chih Chen, 2021. "The Impact of CSR on Sustainable Innovation Ambidexterity: The Mediating Role of Sustainable Supply Chain Management and Second-Order Social Capital," Sustainability, MDPI, vol. 13(21), pages 1-25, November.
    11. Wünderlich, Nancy V. & Iseke, Anja & Becker-Özcamlica, Hürrem, 2020. "Branded Employee Behaviour as a Double-Edged Sword: How Perceptions of Service Employees Impact Job Seekers' Application Intentions," SMR - Journal of Service Management Research, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 4(4), pages 205-215.
    12. Teller, Christoph & Kotzab, Herbert & Grant, David B., 2012. "The relevance of shopper logistics for consumers of store-based retail formats," Journal of Retailing and Consumer Services, Elsevier, vol. 19(1), pages 59-66.
    13. Mehwish Iftikhar & Muhammad Imran Qureshi & Shazia Qayyum & Iram Fatima & Sriyanto Sriyanto & Yasinta Indrianti & Aqeel Khan & Leo-Paul Dana, 2021. "Impact of Multifaceted Workplace Bullying on the Relationships between Technology Usage, Organisational Climate and Employee Physical and Emotional Health," IJERPH, MDPI, vol. 18(6), pages 1-19, March.
    14. Mira Fischer & Patrick Kampkötter, 2017. "Effects of German Universities' Excellence Initiative on Ability Sorting of Students and Perceptions of Educational Quality," Journal of Institutional and Theoretical Economics (JITE), Mohr Siebeck, Tübingen, vol. 173(4), pages 662-687, December.
    15. Bulent Akkaya & Anna Bagieńska, 2022. "The Role of Agile Women Leadership in Achieving Team Effectiveness through Interpersonal Trust for Business Agility," Sustainability, MDPI, vol. 14(7), pages 1-16, March.
    16. Kawai, Norifumi & Chung, Chul, 2019. "Expatriate utilization, subsidiary knowledge creation and performance: The moderating role of subsidiary strategic context," Journal of World Business, Elsevier, vol. 54(1), pages 24-36.
    17. M Ashraf Al Haq & Norazlina Abd Wahab & Md. Mahmudul Alam, 2021. "Understanding The Impact Of Institutional Factors On Asnaf Sustainability: A Pls-Sem Approach," Journal of Islamic Monetary Economics and Finance, Bank Indonesia, vol. 7(4), pages 759-790, November.
    18. Riffat Ara Zannat Tama & Md Mahmudul Hoque & Ying Liu & Mohammad Jahangir Alam & Mark Yu, 2023. "An Application of Partial Least Squares Structural Equation Modeling (PLS-SEM) to Examining Farmers’ Behavioral Attitude and Intention towards Conservation Agriculture in Bangladesh," Agriculture, MDPI, vol. 13(2), pages 1-22, February.
    19. Osama Sohaib & Kyeong Kang & Mohammad Nurunnabi, 2018. "Gender-Based iTrust in E-Commerce: The Moderating Role of Cognitive Innovativeness," Sustainability, MDPI, vol. 11(1), pages 1-16, December.
    20. Zhang, Chu-Bing & Zhang, Zhuo-Ping & Chang, Ying & Li, Tian-Ge & Hou, Ru-Jing, 2022. "Effect of WeChat interaction on brand evaluation: A moderated mediation model of para-social interaction and affiliative tendency," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rnd:arjevr:v:6:y:2015:i:3:p:22-29. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Muhammad Tayyab (email available below). General contact details of provider: https://ojs.amhinternational.com/index.php/jevr .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.