Determinants of brand loyalty in public higher education institutions in Malaysia: The mediating role of emotional brand attachment

Determinants of brand loyalty in public higher education institutions in Malaysia: The mediating role of emotional brand attachment

Globalization has created countless opportunity and challenges for Malaysia Higher Education’s Institutions. In order to be competitive, these institutions need to adopt innovative ways of branding their institutions. One such strategy is by understanding and recognizing the new affective determinan...

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Main Author: Mona Fairuz, Ramli
Format: Thesis
Language:eng
Published: 2016
Subjects:
HF5415.33 Consumer Behavior.
LB2300 Higher Education
Online Access:https://etd.uum.edu.my/6297/1/s94464_01.pdf
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id my-uum-etd.6297
record_format uketd_dc
institution Universiti Utara Malaysia
collection UUM ETD
language eng
advisor Othman, Abdul Rahim
Md. Salleh, Salniza
topic HF5415.33 Consumer Behavior.
LB2300 Higher Education
spellingShingle HF5415.33 Consumer Behavior.
LB2300 Higher Education
Mona Fairuz, Ramli
Determinants of brand loyalty in public higher education institutions in Malaysia: The mediating role of emotional brand attachment
description Globalization has created countless opportunity and challenges for Malaysia Higher Education’s Institutions. In order to be competitive, these institutions need to adopt innovative ways of branding their institutions. One such strategy is by understanding and recognizing the new affective determinants of brand loyalty among international students along with other variables. Hence, the main objective of this study was to examine the relationship between university image, perceived teaching quality, acculturation, self-efficacy, emotional brand attachment and brand loyalty. This study also aimed to discover mediating effect of emotional brand attachment on the relationship between university images, perceived teaching quality, acculturation, self-efficacy, and brand loyalty. This study was developed based on Stimulus-Organism-Response (S-O-R) theory. The proportionate random sampling technique was applied to identify the number of respondents. 565 questionnaires were sent out through a survey method to the respondents which consist of three categories of public higher education in Malaysia. A total of 405 useable questionnaires was returned for further analysis using the Structural Equation Modeling (SEM). The results of this study indicated that perceived teaching quality and emotional brand attachment have a direct effect on brand loyalty. Whereas, University image, self-efficacy and acculturation have an insignificant direct effect on brand loyalty. Furthermore, the findings revealed that emotional brand attachment was found to significantly mediate the relationship between university image, perceived teaching quality, acculturation, self-efficacy and brand loyalty. In general, the findings of this study provided support on the importance of the affective component as a formation of the student brand loyalty. Finally, this study proposes several recommendations for future research
format Thesis
author Mona Fairuz, Ramli
author_facet Mona Fairuz, Ramli
author_sort Mona Fairuz, Ramli
title Determinants of brand loyalty in public higher education institutions in Malaysia: The mediating role of emotional brand attachment
title_short Determinants of brand loyalty in public higher education institutions in Malaysia: The mediating role of emotional brand attachment
title_full Determinants of brand loyalty in public higher education institutions in Malaysia: The mediating role of emotional brand attachment
title_fullStr Determinants of brand loyalty in public higher education institutions in Malaysia: The mediating role of emotional brand attachment
title_full_unstemmed Determinants of brand loyalty in public higher education institutions in Malaysia: The mediating role of emotional brand attachment
title_sort determinants of brand loyalty in public higher education institutions in malaysia: the mediating role of emotional brand attachment
granting_institution Universiti Utara Malaysia
granting_department School of Business Management
publishDate 2016
url https://etd.uum.edu.my/6297/1/s94464_01.pdf
_version_ 1776103686117785600
spelling my-uum-etd.62972023-03-09T02:40:13Z Determinants of brand loyalty in public higher education institutions in Malaysia: The mediating role of emotional brand attachment 2016 Mona Fairuz, Ramli Othman, Abdul Rahim Md. Salleh, Salniza School of Business Management School of Business Management HF5415.33 Consumer Behavior. LB2300 Higher Education Globalization has created countless opportunity and challenges for Malaysia Higher Education’s Institutions. In order to be competitive, these institutions need to adopt innovative ways of branding their institutions. One such strategy is by understanding and recognizing the new affective determinants of brand loyalty among international students along with other variables. Hence, the main objective of this study was to examine the relationship between university image, perceived teaching quality, acculturation, self-efficacy, emotional brand attachment and brand loyalty. This study also aimed to discover mediating effect of emotional brand attachment on the relationship between university images, perceived teaching quality, acculturation, self-efficacy, and brand loyalty. This study was developed based on Stimulus-Organism-Response (S-O-R) theory. The proportionate random sampling technique was applied to identify the number of respondents. 565 questionnaires were sent out through a survey method to the respondents which consist of three categories of public higher education in Malaysia. A total of 405 useable questionnaires was returned for further analysis using the Structural Equation Modeling (SEM). The results of this study indicated that perceived teaching quality and emotional brand attachment have a direct effect on brand loyalty. Whereas, University image, self-efficacy and acculturation have an insignificant direct effect on brand loyalty. Furthermore, the findings revealed that emotional brand attachment was found to significantly mediate the relationship between university image, perceived teaching quality, acculturation, self-efficacy and brand loyalty. In general, the findings of this study provided support on the importance of the affective component as a formation of the student brand loyalty. Finally, this study proposes several recommendations for future research 2016 Thesis https://etd.uum.edu.my/6297/ https://etd.uum.edu.my/6297/1/s94464_01.pdf text eng public Universiti Utara Malaysia Aaker., & Keller, K. L. (1990). Consumer Evaluations of Brand Extensions. Journal of Marketing, 54(1), 27. http://doi.org/10.2307/1252171 Aaker, D. (1992). The value of brand equity. Journal of Business Strategy, 13(4), 27–32. Retrieved from http://www.emeraldinsight.com/ journals.htm?articleid=1706628&show=abstract Aaker, D. A. (1991). The free press equity managing brand. New York, 206. Journal Article. Aarinen, A. (2012). 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