An empirical study in brand image factors that influence students behaviour in Universiti Utara Malaysia

The purpose of this study is to examine student behaviour towards brand image of Universiti Utara Malaysia (UUM) after awarded accreditation. In this study, the dimensions of brand image represented by brand personality and brand identity. Meanwhile, the dimensions of student behaviour represented b...

Full description

Saved in:

Bibliographic Details
Main Author:	Fadli, Othman
Format:	Thesis
Language:	eng eng
Published:	2017
Subjects:	HF5415.33 Consumer Behavior.
Online Access:	https://etd.uum.edu.my/7033/1/s820346_01.pdf https://etd.uum.edu.my/7033/2/s820346_02.pdf
Tags:	Add Tag No Tags, Be the first to tag this record!

id	my-uum-etd.7033
record_format	uketd_dc
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Saad, Shahrin
topic	HF5415.33 Consumer Behavior.
spellingShingle	HF5415.33 Consumer Behavior. Fadli, Othman An empirical study in brand image factors that influence students behaviour in Universiti Utara Malaysia
description	The purpose of this study is to examine student behaviour towards brand image of Universiti Utara Malaysia (UUM) after awarded accreditation. In this study, the dimensions of brand image represented by brand personality and brand identity. Meanwhile, the dimensions of student behaviour represented by the factor satisfaction, expectation, performance and thought about study time. Respondent of this study are UUM student which are undergraduate and postgraduate students. The total of 379 questionnaires outcomes, has been analyse by using SPSS software version 24. Descriptive analysis, factor analysis, reliability analysis, Person's correlation analysis and multiple regression analysis has been used to answers research question and to achieve the research objective in this study. Result of this study shows that to achieve student's satisfaction and expectation in their behaviour, the dimension of brand image which are excitement, sincerity, sophistication, competence, ruggedness and identity caused effect against that relationship. Through the correlation test, the study found that there are positive significant relationship between the dimensions of brand image toward student behaviour. Meanwhile, according to multiple regression test, the result shows that the sincerity, competence and identity dimension became the major factor influence the student behaviour. Therefore, the university management should strengthen their brand image through these elements. Through multiple regression test also were resulted the excitement, sophistication and ruggedness dimension not have a significant relatio nship towards student behaviour. This shows that the university management could cut cost by not emphasize their brand image by excitement, sophistication and ruggedness dimensi on because these dimensions were not suitable for a university. However, the university would innovatively using the dimensions for influencing student behaviour. This study can be used by university management in improving their brand image to influence the student behaviour in future.
format	Thesis
qualification_name	other
qualification_level	Master's degree
author	Fadli, Othman
author_facet	Fadli, Othman
author_sort	Fadli, Othman
title	An empirical study in brand image factors that influence students behaviour in Universiti Utara Malaysia
title_short	An empirical study in brand image factors that influence students behaviour in Universiti Utara Malaysia
title_full	An empirical study in brand image factors that influence students behaviour in Universiti Utara Malaysia
title_fullStr	An empirical study in brand image factors that influence students behaviour in Universiti Utara Malaysia
title_full_unstemmed	An empirical study in brand image factors that influence students behaviour in Universiti Utara Malaysia
title_sort	empirical study in brand image factors that influence students behaviour in universiti utara malaysia
granting_institution	Universiti Utara Malaysia
granting_department	School of Business Management
publishDate	2017
url	https://etd.uum.edu.my/7033/1/s820346_01.pdf https://etd.uum.edu.my/7033/2/s820346_02.pdf
_version_	1747828148692582400
spelling	my-uum-etd.70332021-05-09T02:41:15Z An empirical study in brand image factors that influence students behaviour in Universiti Utara Malaysia 2017 Fadli, Othman Saad, Shahrin School of Business Management School of Business Management HF5415.33 Consumer Behavior. The purpose of this study is to examine student behaviour towards brand image of Universiti Utara Malaysia (UUM) after awarded accreditation. In this study, the dimensions of brand image represented by brand personality and brand identity. Meanwhile, the dimensions of student behaviour represented by the factor satisfaction, expectation, performance and thought about study time. Respondent of this study are UUM student which are undergraduate and postgraduate students. The total of 379 questionnaires outcomes, has been analyse by using SPSS software version 24. Descriptive analysis, factor analysis, reliability analysis, Person's correlation analysis and multiple regression analysis has been used to answers research question and to achieve the research objective in this study. Result of this study shows that to achieve student's satisfaction and expectation in their behaviour, the dimension of brand image which are excitement, sincerity, sophistication, competence, ruggedness and identity caused effect against that relationship. Through the correlation test, the study found that there are positive significant relationship between the dimensions of brand image toward student behaviour. Meanwhile, according to multiple regression test, the result shows that the sincerity, competence and identity dimension became the major factor influence the student behaviour. Therefore, the university management should strengthen their brand image through these elements. Through multiple regression test also were resulted the excitement, sophistication and ruggedness dimension not have a significant relatio nship towards student behaviour. This shows that the university management could cut cost by not emphasize their brand image by excitement, sophistication and ruggedness dimensi on because these dimensions were not suitable for a university. However, the university would innovatively using the dimensions for influencing student behaviour. This study can be used by university management in improving their brand image to influence the student behaviour in future. 2017 Thesis https://etd.uum.edu.my/7033/ https://etd.uum.edu.my/7033/1/s820346_01.pdf text eng public https://etd.uum.edu.my/7033/2/s820346_02.pdf text eng public other masters Universiti Utara Malaysia Aaker, D. A. (1996). Building strong brands: Building, measuring, and managing brand equity. Aaker, D. A. (2004). Leveraging the corporate brand. California Management Review 46(3): 6--18. Aaker, D. A. (2009). Managing brand equity. Simon and Schuster. Aaker, J. L. (1997). Dimensions of brand personality. Journal of marketing research, 347-356. Aaker, J. L., Benet-Martinez, V., & Garolera, J. (2001). Consumption symbols as carriers of culture: A study of Japanese and Spanish brand personality constucts. Journal of personality and social psychology, 81(3), 492. Aday, L. A., & Cornelius, L. J. (2006). Designing and conducting health surveys: a comprehensive guide. John Wiley & Sons. Alves, H., & Raposo, M. (2010). The influence of university image on student behaviour. International Journal of Educational Management, 24(1), 73-85. Ancheh, K. S. B., Krishnan, A. & Nurtjahja, 0. (2007), 'Evaluative criteria for selection of private universities and colleges in Malaysia', Journal of International Management Studies, vol. 2, no. 1, pp. 1-11. Arpan, L., Raney, A. and Zivnuska, S. (2003), "A cognitive approach to understanding university image", Corporate Communications, Vol. 8 No. 2, pp. 97-113. Aurand, T., Gorchels, L. and Judson, K. (2006) Building a university brand from within: A comparison of coaches' perspectives of internal branding. Journal of Marketing for Higher Education 16 (1): 97-114 . Azoury, N., Daou, L., & Khoury, C. E. (2014). University image and its relationship to student satisfaction-case of the Middle Eastern private business schools. International Strategic Management Review, 2(1), 1-8. Babbie, E. R. (2015). The practice of social research. Nelson Education. Baksh, A., & Hoyt, J. E. (2001). The effect of academic scholarships on college attendance. College & University, 76(4), 3-8. Becker, C., & Palmer, S. (2009). Branding in Universities identity versus image: a case study of a Swedish University. Beerli Palacio, A.., Diaz Meneses, G., & Perez Perez, P. J., (2002). The configuration of the university image and its relationship with the satisfaction of students. Journal of Educa.tional administration, 40(5),. 486-505. Beneke, J. & Human, G. 2010, 'Student recruitment marketing in South Africa-An exploratory study into the adoption of a relationship orientation', African Journal of Business Management, vol. 4, no. 4, pp. 435-447. Beneke, J. H. (2011). Marketing the institution to prospective students-A review of brand (reputation) management in higher education. International Journal of Business and Management, 6( 1), 29. Bergner, R. M. (2011). What is behavior? And so what?. New ideas in psychology, 29(2), 147-155. Berry L. 2000. Cultivating service brand equity. Journal of the Academy of Marketing Science 28(1): 128-137. Bicard, S. C., & Bicard, D. F. (2014). the IRIS Center.(2012). In Measuring behavior. Biel, A. L. (1993). Converting image into equity. Brand equity and advertising: Advertising's role in building strong brands, 67-82. Boyd, R. L. (2012). Customer service in Higher Education: Finding a middle ground. The Mentor. Briggs, S. 2006, 'An exploratory study of the factors influencing undergraduate student choice: the case of higher education in Scotland', Studies in Higher Education, vol. 31, no. 6, pg. 705-722. Brinza, E. K., Zhu, L. J., Lilly, M., Manning, W. J., Needleman, L., & Gornik, H. L. (2016). Accreditation is Perceived to Improve the Quality of Vascular Testing Facilities. Journal for Vascular Ultrasound, 40(2), 63-69. Buil, I., De Chematony, L., & Martinez, E. (2013). Examining the role of advertising and sales promotions in brand equity creation. Journal of Business Research, 66(1), 115-122. Bullen, P.B. (2014). Select the pilot sample, How to Pretest and Pilot a Survey Questionnaire, Retrieved on 29 March 2014, http://www.tools4dev.org/resources/how-to-pretest-and-pilot-a-survey questionnaire/ Bulotaite, N. (2003). University heritage-an institutional tool for branding and marketing. Higher Education in Europe, Vol. XXVIII, No. 4, December 2003, 28(4), 449-454. Bunzel, D. L. (2007). Universities sell their brands. Journal of Product & Brand Management, 16(2), 152-153. Casidy, R., & Wymer, W. (2015). The impact of brand strength on satisfaction. loyalty and WOM: An empirical examination in the higher education sector. Journal of Brand Management, 22(2), 117-135. Cassel, C. and Eklo"f, J. (2001), "Modelling customer satisfaction and loyalty on aggregate levels - experience from the ECSI pilot study" Proceedings of the 6th TQM World Congress, Saint Petersbourg, pp. 307-14. Caste11s, M. (2001). Universities as dynamic systems of contradictory functions. In: Muller, J. and Cloete. N (eds). Challenges of Globalisation. Maskew Miller Longman, Cape Town. Clayson, D. E., & Haley, D. A. (2005). Marketing models in education: students as customers, products, or partners. Marketing Education Review, 15(1), 1-10. Clow, K., Kurtz, D., Ozment, J. and Ong, B. (1997), “The antecedents of consumer expectations of services: an empirical study across four industries", The Journal of Services Marketing, Vol. 1l No. 4, pp. 230-48. Conard, M. J. and Conard, M. A. (2000) An analysis of academic reputation as perceived by consumers of higher education. Journal of Marketing for Higher Education 9(4): 6-80. Cooper, D.R. and Schindler, P.S. (2006). Business Research Methods, 9th Ed., NY: McGraw-Hill. Costello, A. B., & Osborne, J. W. (201l). Best practices in exploratory factor analysis: four recommendations for getting the most from your analysis. Pract Assess Res Eval 2005; 10. URL http://pareonline.net/getvn.asp, 10(7). Creswell, J. W. (2013). Research design: Qualitative, quantitative, and mi.xed methods approaches. Sage publications. Cretu, A. E., & Brodie, R. J. (2007). The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective. Industrial Marketing Management, 36(2), 230-240. Crosby, L. A., & Johnson, S. L. (2001). Branding and your CR.M strategy. Marketing Management, 10(2), 6-7. Cubillo, J. M., Sanchez, J. & Cervino, J. 2006, 'International students 1 decision.:. making process', The International Journal of Educational Management, vol. 20, no. 2, pp. 101-115. Cumming, T., & Zhao, Y. (2015). POST-SECONDARY. REGIONAL ACCREDITATION ASSESSMENT STANDARDS IN THE UNITED STATES. European Scientific Journal, ESJ, 11(10). D'Astous, A., & Boujbel, L (2007), Positioning countries on personality dimensions: Scale development and implications for country marketing. Journal of Business Research, 60(3), 231-239. Dawes, P. L. and Brown, J. (2002). Determinants of awareness, consideration, and choice set size in university choice, Journal of Marketing for Higher Education 12 (1): 49-75. Dawes, P. L., & Brown, J. (2002). Determinants of awareness. consideration, and choke set size in university choice. Journal of Marketing for Higher Education, 12(1), 49-75. Dib, R, & Alnazer, M. (2013). The Impact of Service Quality on Student Satisfaction and Behavioral Consequences in Higher Education Services. International Journal of Economy, Management and Social Sciences, 2(6), Pages: 285-290. Dowling, G. (2002). Customer relationship management: in B2C markets, often less is more. California Management Review, 44(3), 87-104. Duque, L. C. (2014). A framework for analysing higher education performance: students' satis faction, perceived learning outcomes, and dropout intentions. Total Quality Management & Business Excellence, 25(1-2), 1-21. Eagle, L, & Brennan, R. (2007). Are students customers? TQM and marketing perspectives. Quality assurance in education, 15(1), 44-60. Eaton, J.S. (2009), An Overview of US Accreditation, Council for Higher Education, Washington, DC. Enache, L C. (2011). Customer Behaviour and student satisfaction. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 4(2), 41. Field, A. (2005). Factor analysis using SPSS, Retrieved March, 17, 2009. Floyd,R. E. (2014). Accreditation Is Important; Be Part of the Process. IEEE Potentials, 33(6), 12-14. Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of consumer research, 24(4), 343-373, Gabor, P., & Ing, C. (2014). DOES ACCREDITATION ASSURE HIGHQUALITY IN EDUCATIONAL PROGRAMS?. In INTED2014 Proceedings (pp. 2331-2331). IATED. Ghodeswar, B. M. (2008). Building brand identity in competitive markets: a conceptual model. Journal of product & brand management, 17( I), 4-12. Gillespie Finney, T., & Zachary Finney, R. (2010). Are students their universities' customers? An exploratory study. Education+ Training, 52(4), 276-29l. Ginna, M. P. (2015). The Perceptions of Students Regarding Quality Improvement: Implications for Quality Assurance In Ethiopian Higher Education System. Gliner, J. A., Morgan, G. A., & Leech, N. L. (2011). Research methods in applied settings: An integrated approach to design and analysis. Routledge. Goff, B., Patino, V. & Jackson, G. 2004, 'Preferred information sources of high school students for community colleges and universities', Community College Journal of Research and Practice, vol. 28, no. 10, pp. 795-803. Greyser, S. A. (I 999). Advancing and enhancing corporate reputation. Corporate Communications: An International Journal, 4(4), 177-181. Guez, W., & Allen, J. (Eds.). (1998). Behaviour modification. UNESCO. Hair, J. F. J., Money, A.H., Samouel, P., and Page, M. (2008). Research Method for Business. England. West Sussex: John Wiley & Sons. Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (Vol. 6). Upper Saddle River, NJ: Pearson Prentice Hall Helgesen, 0. and Nesset, E. (2007), "Images, satisfaction and antecedents: drivers of student loyalty? A case study of Norwegian University College", Corporate Reputation Review, Vol. 10 No. 1, pp. 38-59. Heylen, J.P., Dawson, B., & Sampson, P. (1995). An implicit model of consumer behaviour. Journal of the Market Research Society, 37(1), 51-68. Ho, H.F. & Hung, C. C. (2008), 'Marketing mix formulation for higher education', The International Journal of Educational Management, vol. 22, no. 4, pp. 328-340. Hung, C. H. (2008). The effect of brand image on public relations perceptions and customer loyalty. International Journal of Management, 25(2),. 237. Ilias, A., Rahman, R. A., & Razak, M. Z. A. (2008).Service Quality and Student Satisfaction: A Case Study at Private Higher Education Institutions. International Business Research, Vol. 1, No. 3. Ivy, J. (2001),'Higher education institution image: A correspondence analysis approach', The International Journal of Educational Management, vol. 15, no. 617, pp. 276-282. Jiewanto, A., Laurensb, C., & Nellohc, L. (2012). Influence of Service Quality, University Image, and Student Satisfaction toward WOM Intention: A Case Study on Universitas Pelita Harapan Surabaya. Procedia - Social and Behavioral Sciences, 16-23. Joseph, M., Mullen, E.W., & Spake, D. (2012). University branding: Understanding students' choice of an educational institution. Journal of Brand Management, 20( I), 1-12. Judson, K. M., James, J. D. & Aurand, T. W. (2004), 'Marketing the university to student athletes: Understanding university selection criteria', Journal of Marketing For Higher Education, vol. 14, no. 1, pp. 23-40. Kaiser, H. F. (1974). An index of factorial simplicity, Psychometrics 39: 31-36. Keller, K. (2008). Strategic brand management - building, measuring and managing brand equity, third edition. Prentice Hall, New Jersey. Keller, K. L., Parameswaran, M. G., & Jacob, I. (2011). Strategic brand management: Building, measuring, and managing brand equity. Pearson Education India. Keller, Kevin L. (2003), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 2nd ed. Upper Saddle River, N.J.: Prentice Hall. Kementerian Pendidikan Tinggi - Institusi. (n.d.). Retrieved February 18, 2017, from https://www.mohe.gov.my/institusi Khan, M. M., Ahmed, I., & Nawaz, M. M. (2011). Student"s Perspective of Service Quality in Higher Learning Institutions; An evidence Based Approach. International Journal of Business and Social Science, Vol. 2 No. 11. Kinear, P.R., & Gray, C. D. (2001). SPSS for windows made simple: Release 10. Psychology Press. Kittle, B. & Ciba, D. (2001), Using College Web Sites for Student Recruitment: A Relationship Marketing Study', Journal of Marketing For Higher Education, vol. 11, no. 3,pp. 17-37. Kotler, P. & Armstrong, G. (2011). Principals of marketing. (13th ed.). Upper Saddle River: Pearson Kotler, P. & Fox, K. F. A. (1995), Strategic Marketing for Educational Institutions, Second, Englewood Cliffs, New Jersey, Prentice-Hall. Kotler, P. and Fox, K (1995), Strategic Marketing for Educational Institutions, 2nd ed., Prentice-Hall, Englewood Cliffs, NJ. Kotler, P., & Fox, K. F. A. (1995). Strategic marketing for educational institutions. Englewood Cliffs, NJ: Prentice-Hall Inc. Krejcie, R. V., & Morgan, D. W. (1970). Determining sample size for research activities. Educational and psychological measurement, 30(3), 607-610. Krzykowski, L., & Kinser, K. (2014). Transparency in student learning assessment: Can accreditation standards make a difference?. Change: The magazine of higher learning, 46(3), 67-73. Kusumawati, A., Yanamandram, V. K., & PererJ, N. (2010). University marketing and consumer behaviour concerns: the shifting preference of university selection criteria in Indonesia. Landrum, R., Tunisi, R. and Harless, C. (1998), "University image: the benefits of assessment and modelling", Journal of Marketing for Higher Education, Vol. 9 No. 1, pp, 53-68. Ling, K. C., Chai, L. T., & Piew, T. H. (2010). The ,,Inside-out" and ,,Outside-in" Approaches on Students" Perceived Service Quality: An Empirical Evaluation. Management Science and Engineering, Vol. 4, No. 2. Liu, S. S. (1998), 'Integrating Strategic Marketing on an Institutional Level', Journal of Marketing For Higher Education, vol. 8, no. 4, pp. 17-28. Lockwood, R. C. and Hadd, J. (2007) Building a brand in higher education; why business practices - Particularly brand strategies - are becoming essential in today's universities. Gallup Management Journal Online 12(July): l-6. Malhotra, N. K.1 & Birks, D. F. (2007). Marketing research: An applied approach. Pearson Education. Malik, M. E., Danish, R Q,, & Usman, A. (2010). The hnpact of Service Quality on Students" Satisfaction in Higher Education Institutes of Punjab. Journal of Management Research, Vol. 2. No. 2. Marican, S. (2005). Kaedah penyelidikan sosial (1st ed.). Petaling Jaya: Prentice Hall Pearson Malaysia. Mazzarol, T., Souta.r, G. N., & Thein, V. (2000). Critical' success factors in the marketing of an. educational institution: A comparison of institutional and student perspectives, Journal of Marketing for Higher Education, 10(2), 39- 57. Merchant, A., Rose, G. M., Moody, G., & Mathews, L. (2015). Effect of university heritage and reputation on attitudes. of prospeetive students. International Journal of Nonprofit and Voluntary Sector Marketing, 20(1), 25-37. Miles, M. P., Franklin, G. M., Heriot, K., Hadley, L., & Hazeldine, M. (2014). AACSB lntemational's 2013 accreditation standards. Journal of International Education in Business, 7(2), 86. Miles, M. P., Grimmer, M., & Franklin, G. M. (2016). How well do AACSB, AMBA and EQUlS manage their brands?. Marketing Intelligence & Planning, 34(1), 99-116. Miller, J., & Muir, D. (2005). The business of brands. John Wiley & Sons. Ministry of Finance (MOF). (2015). 2016 Budget Report Putrajaya: Ministry Finance of Malaysia. Retrieved from http://www.treasury.gov.my/index.php/en/budget/ annual-budget.html Ministry of Finance (MOF). (2016). 2017 Budget Report. Putrajaya: Ministry Finance of Malaysia. Retrieved from http://www.treasury.gov.my/index.php/en/budget/ annual-budget.html Moogan, Y. J. & Baron, S. (2003), 'An analysis of student characteristics within the student decision making process', Journal of Further and Higher Education, vol. 27, no. 3, pp. 271-287. Naik, C. N. K., Gantasala, S. B., & Prabhakar, G. V. (2010). SERVQUAL, Customer Satisfaction and Behavioural Intentions in Retailing. European Journal of Social Sciences, Vol. 17 Issue 2. Palacio, A., Meneses, G. and Pe'rez, P. (2002), "The configuration of the university image and its relationship with the satisfaction of students", Journal of Educational Administration, VoL 40 No. 5, pp. 486-505. Petruzzellis, L., & Romanazzi, S. (2010). Educational value: how students choose university: Evidence from an Italian university. International journal of educational management, 24(2), 139-158. Pitt, L.F., Berthon, P., Spyropoulou, S. and Page, M.J. (2006), "How well are business schools managing their brands? A research note", Journal of General Management, Vol. 31 No. 3, pp. 1-10. Ponzillo, A. (2016, _August 10). Universiti Utara Malaysia Earns AACSB International Accreditation. Retrieved from http://www.uum.edu.my/index.php/en/uum-news/ 3211-uum-eams-aacsb- international-accrediation. Pop, M. D., Bacila, M. F., Moisescu, 0. I., & Tirca, A. M. (2008), The impact of educational experience on students' satisfaction in the Romanian higher education system. International Journal of Business Research, 8(3), 188-194. Pratt, P., & Evans, D. (2002). Assessment of the utility of parents as sources of information about the college decisions of their children. Coilege & University, 77(4), 9-12. Punch, K. F. (2013). Introduction to social research: Quantitative and qualitative approaches. Sage. Rauschnabel, P. A., Krey, N., Babin, B. J., & Ivens, B S. (2016). Brand management in higher education: the university brand personality scale. Journal ofBusiness Research, 69(8), 3077-3086. Scherberger, T. (2013). Press release: 20l3: 03: 28: USFSP College of Business earns prestigious AACSB reaccreditation. Schiffman, L, & Kanuk, L. (2010). Consumer Behavior". l0th edition. Schmitt, B., & Simonson. A. (1997). Mar keting aesthetics: The strategic management of brands, identity, and image. Free Press. Sekaran, U. (2003). Research Methods For Business: A Skill Building Approach. United States of America: John Wiley & Sons. Severi, E., & Ling, K. C. (2013). The mediating effects of brand association, brand loyalty, brand image and perceived quality on brand equity. Asian Social Science, 9(3), 125. Sevier, R. (2002). Building a brand that matters: helping colleges and universities capitalize on the four essential elements of a block-buster brand. Strategy Publishing, Indiana. Sheth, J. N. (1985). History of consumer behavior: a marketing perspective. SV Historical Perspective in Consumer Research: National and International Perspectives. Singh, J., Verbeke, W., & Rhoads, G. K. (1996). Do organizational practices matter in role stress processes? A study of direct and moderating effect for marketing-oriented boundary spanners. The Journal of Marketing, 69-86. Solomon, M., Russell-Bennett, R., & Previte, J. (2012). Consumer behaviour. Pearson Higher Education AU. Tabachnick, B. G., & Fidell, L. S. (2007). Multivariate analysis of variance and covariance. Using multivariate statistics, 3. 402-407. Tam, M. (2002), "Measuring the effect of higher education on university students", Quality Assurance in Education, Vol. 10 No. 4, pp. 223-8, Tan, K.C. and Kek, S.W. (2004), "Service quality in higher education using an enhanced SERVQUAL approach", Quality in Higher Education, Vol 10 No. 1, pp. 17-24. Tapp, A., Hicks, K. & Stone, M. (2004), 1Direct and database marketing and customer relationship management in recruiting students for higher education', International Journal of Nonprofit and Voluntary Sector Marketing, vol. 9, no. 4, pp. 335-345, Taylor, S. A., Celuch, K., & Goodwin, S. (2004). The importance of brand equity to customer loyalty. Journal of product & brand management, 13(4), 217-227. Valette-Florence, R., & De Barnier, V. (2013). Towards a micro conception ofbrand personality: An application for print media brands in a Fre nch context. Journal of Business Research, 66(7), 897-903. Van der Walt, A. (1995). Brandi ng: the good, the bad, and the indifferent. In: Cant, M., Machado, R. and Brink, A. (eds). Marketing Success Stories -- Cases and Readings. Southern Book Publishers, Johannesburg. Weidmann K, Hennigs N, Schmidt S, Wuesterfeld T. (2011). Drivers and outcomes of brand heritage. Journal of Marketing Theory and Practice 19(2): 205-220. Wheeler, A. (2012). Designing brand identity: an essential guide for the whole branding terun. John Wiley & Sons. Wilson, D.C. and Thomas, H. (2012), "The legitimacy of the business of business schools; what's the future?", Journal of Management Development, Vol. 31 No. 4, pp, 368-376. Yong, A.G., & Pearce, S. (2013). A beginner's guide to factor analysis: Focusing on exploratory factor analysis. Tutorials in Quantitative Methods for Psychology, 9(2), 79-94. Zhang, Y. (2015). The Impact of Brand Image on Consumer Behavior: A Literature Review. Open Journal of Business and Management, 3(01), 58. Zikmund, W. G. (2003). Research methods.

An empirical study in brand image factors that influence students behaviour in Universiti Utara Malaysia

Similar Items