Cover Image

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...

Full description

Saved in:
Bibliographic Details
Main Authors: Ramli, Mona Fairuz, Othman, Abdul Rahim, Md. Salleh, Salniza
Format: Conference or Workshop Item
Language:English
Published: 2015
Subjects:
LB2300 Higher Education
Online Access:http://repo.uum.edu.my/16279/1/8.pdf
http://repo.uum.edu.my/16279/
http://www.aamc2015.usm.my/
Tags: Add Tag
No Tags, Be the first to tag this record!
id my.uum.repo.16279
record_format eprints
spelling my.uum.repo.162792016-04-17T02:41:36Z http://repo.uum.edu.my/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 http://repo.uum.edu.my/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/
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Institutionali Repository
url_provider http://repo.uum.edu.my/
language English
topic LB2300 Higher Education
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
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
format Conference or Workshop Item
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
title 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_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_sort factors contributing to emotional brand attachment: the case of malaysia public higher educational institutions
publishDate 2015
url http://repo.uum.edu.my/16279/1/8.pdf
http://repo.uum.edu.my/16279/
http://www.aamc2015.usm.my/
_version_ 1644281926924632064
score 13.211869

Similar Items