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Factors contributing to emotional brand attachment: The case of Malaysia public higher educational institutions


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.

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Abstract

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

Item Type: Conference or Workshop Item (Paper)
Additional Information: ISBN: 978-967-394-227-5 Organized by: Asian Academy of Management
Uncontrolled Keywords: university image; acculturation; emotional attachment; international students
Subjects: L Education > LB Theory and practice of education > LB2300 Higher Education
Divisions: School of Business Management
Depositing User: PM Dr. Abdul Rahim Othman
Date Deposited: 24 Nov 2015 04:50
Last Modified: 17 Apr 2016 02:41
URI: http://repo.uum.edu.my/id/eprint/16279

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