Sharizal, Hashim and Norjaya, Mohd Yasin and Siti Aisyah, Ya’kob (2020) What constitutes student–university brand relationship? Malaysian students’ perspective. Journal of Marketing for Higher Education. ISSN 0884-1241
PDF
Sharizal.pdf Download (1MB) |
Abstract
The concept of customer-brand relationship (CBR) is becoming increasingly important. However, the description of what constitutes student–university brand relationship is relatively limited. Underpinned by social exchange theory, this study proposes student–university brand relationship formation that comprises of utility (UV), hedonic (HV) and relational values (RV) as the antecedents, brand relationship quality (BRQ), as the mediator, and brand resonance (BR) as the consequence of CBR. With a set of usable data from 701 samples of Malaysian postgraduate students, the structural equation modelling (PLS) was utilized. The results reveal the mediating effect of BRQ in the relationships between customer values (UV, HV and RV) and BR. Therefore, considering student’s psychological ties as the focus in brand relationship strategy can help the university to understand how to create a greater bonding and favourable university’s brand relationship response.
Item Type: | Article |
---|---|
Uncontrolled Keywords: | Strategic marketing, customer–brand relationship, customer values, brand relationship quality, brand resonance, social exchange theory, higher education, unimas, university, universiti, Borneo, Malaysia, Sarawak, Kuching, Samarahan, ipta, education, research, Universiti Malaysia Sarawak. |
Subjects: | H Social Sciences > HF Commerce |
Divisions: | Academic Faculties, Institutes and Centres > Faculty of Economics and Business Faculties, Institutes, Centres > Faculty of Economics and Business |
Depositing User: | Gani |
Date Deposited: | 02 Sep 2020 07:55 |
Last Modified: | 27 May 2021 10:59 |
URI: | http://ir.unimas.my/id/eprint/31526 |
Actions (For repository members only: login required)
View Item |