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Constructing a brand identity scale for higher education institutions

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  • Mei Teh Goi
  • Chai Lee Goi
  • David Wong

Abstract

Malaysia is a newly industrialized market economy and reliant upon foreign direct investment to increase its economic outlook. Being located in a strategic position between Asia, Australasia and Oceania has made it an attractive proposition for foreign higher education providers wanting to expand their international presence. Despite this, there are many market and regulatory challenges facing foreign providers operating as private higher education institutions (HEIs) within Malaysia. To gain a competitive edge they must clearly understand how the many cultures, values, norms, behaviors, and mindsets within Malaysia can be used to drive strategy. Unfortunately, very little is known about Malaysian perceptions of private HEIs compared to public HEIs. By drawing upon utility theory, the aim of this research is to construct a scale for measuring brand identity of HEIs in Malaysia. Data from a sample of 371 students from private and public HEIs in Malaysia were collected and analyzed using structural equation modeling to form a two-factor measurement model consisting of visual and verbal identity cues. Tests of differences were performed, which showed dimensions such as distribution channel, public relations, promotion, core service, price, and system having significant differences between private and public HEIs.

Suggested Citation

  • Mei Teh Goi & Chai Lee Goi & David Wong, 2014. "Constructing a brand identity scale for higher education institutions," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 24(1), pages 59-74, June.
    • Handle: RePEc:taf:jmkthe:v:24:y:2014:i:1:p:59-74
    DOI: 10.1080/08841241.2014.906017
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    References listed on IDEAS

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    1. Jean-Noël Kapferer, 2004. "The New Strategic Brand Management," Post-Print hal-00786821, HAL.
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    Cited by:

    1. Dash, Ganesh & Kiefer, Kip & Paul, Justin, 2021. "Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention," Journal of Business Research, Elsevier, vol. 122(C), pages 608-620.
    2. Balmer, John M.T. & Mahmoud, Rudiana & Chen, Weifeng, 2020. "Impact of multilateral place dimensions on corporate brand attractiveness and identification in higher education: Business school insights," Journal of Business Research, Elsevier, vol. 116(C), pages 628-641.
    3. Dennis, Charles & Papagiannidis, Savvas & Alamanos, Eleftherios & Bourlakis, Michael, 2016. "The role of brand attachment strength in higher education," Journal of Business Research, Elsevier, vol. 69(8), pages 3049-3057.

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