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Brand awareness of higher education institution : a case study at UTHM Pagoh Campus / Siti Nur Amira Jaafar

The purpose of this research paper is to create brand awareness of higher education institution at UTHM Pagoh campus. Brand awareness is important for any institution because it is significantly influences customers' purchase decision-making and judgment. Besides, it is easier for people to lea...

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Main Author: Jaafar, Siti Nur Amira
Format: Student Project
Language:English
Published: 2018
Subjects:
Branding (Marketing)
Consumer satisfaction
Advertising
Higher Education
Online Access:https://ir.uitm.edu.my/id/eprint/48968/1/48968.pdf
https://ir.uitm.edu.my/id/eprint/48968/
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record_format eprints
spelling my.uitm.ir.489682021-08-23T02:21:22Z https://ir.uitm.edu.my/id/eprint/48968/ Brand awareness of higher education institution : a case study at UTHM Pagoh Campus / Siti Nur Amira Jaafar Jaafar, Siti Nur Amira Branding (Marketing) Consumer satisfaction Advertising Higher Education The purpose of this research paper is to create brand awareness of higher education institution at UTHM Pagoh campus. Brand awareness is important for any institution because it is significantly influences customers' purchase decision-making and judgment. Besides, it is easier for people to learn about the brand if the level of brand awareness is higher. This also will helps brand to register better in the minds of consumers. However, how universities manage the relationship with the students and how students perceive their institution's brand can have an impact on the attachment with the institution and in turn on students intentions to engage with the university in the future. Hence, this research has outline several important variables that will help to create brand awareness of higher education institution. The methodology used in this research paper is quantitative where a case study in used. The researcher distribute questionnaire to 100 respondent to do data collection and convenience sampling technique was applied in this research paper. All the data was analyze using SPSS version 22 where researcher do descriptive, reliability with the cronbach's Alpha of .869 and regression analysis. The findings indicate that word of mouth and customer satisfaction play a significant role in create brand awareness of UTHM Pagoh campus. Meanwhile, advertising also do give impact of the brand awareness but only by a small portion. This finding can give company an understanding on how to tackle their customer in term of brand awareness. 2018 Student Project NonPeerReviewed text en https://ir.uitm.edu.my/id/eprint/48968/1/48968.pdf ID48968 Jaafar, Siti Nur Amira (2018) Brand awareness of higher education institution : a case study at UTHM Pagoh Campus / Siti Nur Amira Jaafar. [Student Project]
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
topic Branding (Marketing)
Consumer satisfaction
Advertising
Higher Education
spellingShingle Branding (Marketing)
Consumer satisfaction
Advertising
Higher Education
Jaafar, Siti Nur Amira
Brand awareness of higher education institution : a case study at UTHM Pagoh Campus / Siti Nur Amira Jaafar
description The purpose of this research paper is to create brand awareness of higher education institution at UTHM Pagoh campus. Brand awareness is important for any institution because it is significantly influences customers' purchase decision-making and judgment. Besides, it is easier for people to learn about the brand if the level of brand awareness is higher. This also will helps brand to register better in the minds of consumers. However, how universities manage the relationship with the students and how students perceive their institution's brand can have an impact on the attachment with the institution and in turn on students intentions to engage with the university in the future. Hence, this research has outline several important variables that will help to create brand awareness of higher education institution. The methodology used in this research paper is quantitative where a case study in used. The researcher distribute questionnaire to 100 respondent to do data collection and convenience sampling technique was applied in this research paper. All the data was analyze using SPSS version 22 where researcher do descriptive, reliability with the cronbach's Alpha of .869 and regression analysis. The findings indicate that word of mouth and customer satisfaction play a significant role in create brand awareness of UTHM Pagoh campus. Meanwhile, advertising also do give impact of the brand awareness but only by a small portion. This finding can give company an understanding on how to tackle their customer in term of brand awareness.
format Student Project
author Jaafar, Siti Nur Amira
author_facet Jaafar, Siti Nur Amira
author_sort Jaafar, Siti Nur Amira
title Brand awareness of higher education institution : a case study at UTHM Pagoh Campus / Siti Nur Amira Jaafar
title_short Brand awareness of higher education institution : a case study at UTHM Pagoh Campus / Siti Nur Amira Jaafar
title_full Brand awareness of higher education institution : a case study at UTHM Pagoh Campus / Siti Nur Amira Jaafar
title_fullStr Brand awareness of higher education institution : a case study at UTHM Pagoh Campus / Siti Nur Amira Jaafar
title_full_unstemmed Brand awareness of higher education institution : a case study at UTHM Pagoh Campus / Siti Nur Amira Jaafar
title_sort brand awareness of higher education institution : a case study at uthm pagoh campus / siti nur amira jaafar
publishDate 2018
url https://ir.uitm.edu.my/id/eprint/48968/1/48968.pdf
https://ir.uitm.edu.my/id/eprint/48968/
_version_ 1709671399586529280
score 13.211869

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