Factors contributing to emotional brand attachment: The case of Malaysia public higher educational institutions
This exploratory study examined the relationship between university image, acculturation, and emotional brand attachment, particularly in the context of a public higher education (PubHEI) in Malaysia.Data were collected from 101 international students at one of the public universities in Malaysia us...
| Main Authors: | , , |
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| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
2015
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| Online Access: | https://repo.uum.edu.my/id/eprint/16279/1/8.pdf |
| _version_ | 1825803677549461504 |
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| author | Ramli, Mona Fairuz Othman, Abdul Rahim Md. Salleh, Salniza |
| author_facet | Ramli, Mona Fairuz Othman, Abdul Rahim Md. Salleh, Salniza |
| author_sort | Ramli, Mona Fairuz |
| collection | UUM |
| description | This exploratory study examined the relationship between university image, acculturation, and emotional brand attachment, particularly in the context of a public higher education (PubHEI) in Malaysia.Data were collected from 101 international students at one of the public universities in Malaysia using a self administrated questionnaire.Structural equation modeling (i.e SmartPLS) was used to analyze the data.The results show that nevertheless all factors being significant to emotional brand attachment formation, the university image and acculturation are the most important predictors. As a result, this study is important for academician and practitioners, as it exists a different approach to examine emotional brand attachment formation, it offers a new framework to assess the construct of emotional brand attachment.Besides, helps administrative and policy makers to understand that educational industry is most competitive and required more attention in forming new strategy, especially focus in communication, academic ranking and reputation, as well as cross- culture adaptation |
| first_indexed | 2024-07-04T06:01:14Z |
| format | Conference or Workshop Item |
| id | uum-16279 |
| institution | Universiti Utara Malaysia |
| language | English |
| last_indexed | 2024-07-04T06:01:14Z |
| publishDate | 2015 |
| record_format | eprints |
| spelling | uum-162792016-04-17T02:41:36Z https://repo.uum.edu.my/id/eprint/16279/ Factors contributing to emotional brand attachment: The case of Malaysia public higher educational institutions Ramli, Mona Fairuz Othman, Abdul Rahim Md. Salleh, Salniza LB2300 Higher Education This exploratory study examined the relationship between university image, acculturation, and emotional brand attachment, particularly in the context of a public higher education (PubHEI) in Malaysia.Data were collected from 101 international students at one of the public universities in Malaysia using a self administrated questionnaire.Structural equation modeling (i.e SmartPLS) was used to analyze the data.The results show that nevertheless all factors being significant to emotional brand attachment formation, the university image and acculturation are the most important predictors. As a result, this study is important for academician and practitioners, as it exists a different approach to examine emotional brand attachment formation, it offers a new framework to assess the construct of emotional brand attachment.Besides, helps administrative and policy makers to understand that educational industry is most competitive and required more attention in forming new strategy, especially focus in communication, academic ranking and reputation, as well as cross- culture adaptation 2015-10-02 Conference or Workshop Item PeerReviewed application/pdf en https://repo.uum.edu.my/id/eprint/16279/1/8.pdf Ramli, Mona Fairuz and Othman, Abdul Rahim and Md. Salleh, Salniza (2015) Factors contributing to emotional brand attachment: The case of Malaysia public higher educational institutions. In: 11th Asian Academy of Management International Conference 2015 (AAMC 2015), 2nd - 4th October 2015, Penang, Malaysia. http://www.aamc2015.usm.my/ |
| spellingShingle | LB2300 Higher Education Ramli, Mona Fairuz Othman, Abdul Rahim Md. Salleh, Salniza Factors contributing to emotional brand attachment: The case of Malaysia public higher educational institutions |
| title | Factors contributing to emotional brand attachment: The case of Malaysia public higher educational institutions |
| title_full | Factors contributing to emotional brand attachment: The case of Malaysia public higher educational institutions |
| title_fullStr | Factors contributing to emotional brand attachment: The case of Malaysia public higher educational institutions |
| title_full_unstemmed | Factors contributing to emotional brand attachment: The case of Malaysia public higher educational institutions |
| title_short | Factors contributing to emotional brand attachment: The case of Malaysia public higher educational institutions |
| title_sort | factors contributing to emotional brand attachment the case of malaysia public higher educational institutions |
| topic | LB2300 Higher Education |
| url | https://repo.uum.edu.my/id/eprint/16279/1/8.pdf |
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