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Relationship between corporate identity and corporate reputation: A case of Malaysian higher education sector


Mohamad, Bahtiar and Abu Bakar, Hassan and Abdul Rahman, Nik Adzrieman (2007) Relationship between corporate identity and corporate reputation: A case of Malaysian higher education sector. Jurnal Manajemen Pemasaran, 2 (2). pp. 81-89. ISSN 1907-235X

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Abstract

Organizations need corporate identity for survival. This identity is developing through the projection of one positive image that will increase its public confidence about the quality and achievements of the organization. This paper attempts to identify corporate identity and reputations of Universiti Utara Malaysia from its future prospective clients. Specifically, this research test the relationship between corporate identity and corporate reputation based on a Malaysian higher education sector. Further tests were conducted to identify which corporate identity component will be a significant predictor of corporate reputation. It reveals that there is significant positive relationship between corporate identity and corporate reputation.

Item Type: Article
Uncontrolled Keywords: Identity, image, reputation, corporate communication, marketing communication
Subjects: L Education > LB Theory and practice of education > LB2300 Higher Education
Divisions: College of Arts and Sciences
Depositing User: Mrs. Juwita Johari
Date Deposited: 08 Jul 2010 01:44
Last Modified: 08 Jul 2010 01:44
URI: http://repo.uum.edu.my/id/eprint/181

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