Constructing a brand identity scale for higher education institutions
Malaysia is a newly industrialized market economy and reliant upon foreign direct investment to increase its economic outlook. Being located in a strategic position between Asia, Australasia and Oceania has made it an attractive proposition for foreign higher education providers wanting to expand th...
| Main Authors: | , , |
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| Format: | Journal Article |
| Published: |
Routledge
2014
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| Online Access: | http://hdl.handle.net/20.500.11937/20333 |
| _version_ | 1848750276640505856 |
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| author | Goi, M.T. Goi, Chai Wong, David |
| author_facet | Goi, M.T. Goi, Chai Wong, David |
| author_sort | Goi, M.T. |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | Malaysia is a newly industrialized market economy and reliant upon foreign direct investment to increase its economic outlook. Being located in a strategic position between Asia, Australasia and Oceania has made it an attractive proposition for foreign higher education providers wanting to expand their international presence. Despite this, there are many market and regulatory challenges facing foreign providers operating as private higher education institutions (HEIs) within Malaysia. To gain a competitive edge they must clearly understand how the many cultures, values, norms, behaviors, and mindsets within Malaysia can be used to drive strategy. Unfortunately, very little is known about Malaysian perceptions of private HEIs compared to public HEIs. By drawing upon utility theory, the aim of this research is to construct a scale for measuring brand identity of HEIs in Malaysia. Data from a sample of 371 students from private and public HEIs in Malaysia were collected and analyzed using structural equation modeling to form a two-factor measurement model consisting of visual and verbal identity cues. Tests of differences were performed, which showed dimensions such as distribution channel, public relations, promotion, core service, price, and system having significant differences between private and public HEIs. |
| first_indexed | 2025-11-14T07:34:16Z |
| format | Journal Article |
| id | curtin-20.500.11937-20333 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T07:34:16Z |
| publishDate | 2014 |
| publisher | Routledge |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-203332017-09-13T16:00:10Z Constructing a brand identity scale for higher education institutions Goi, M.T. Goi, Chai Wong, David Malaysia is a newly industrialized market economy and reliant upon foreign direct investment to increase its economic outlook. Being located in a strategic position between Asia, Australasia and Oceania has made it an attractive proposition for foreign higher education providers wanting to expand their international presence. Despite this, there are many market and regulatory challenges facing foreign providers operating as private higher education institutions (HEIs) within Malaysia. To gain a competitive edge they must clearly understand how the many cultures, values, norms, behaviors, and mindsets within Malaysia can be used to drive strategy. Unfortunately, very little is known about Malaysian perceptions of private HEIs compared to public HEIs. By drawing upon utility theory, the aim of this research is to construct a scale for measuring brand identity of HEIs in Malaysia. Data from a sample of 371 students from private and public HEIs in Malaysia were collected and analyzed using structural equation modeling to form a two-factor measurement model consisting of visual and verbal identity cues. Tests of differences were performed, which showed dimensions such as distribution channel, public relations, promotion, core service, price, and system having significant differences between private and public HEIs. 2014 Journal Article http://hdl.handle.net/20.500.11937/20333 10.1080/08841241.2014.906017 Routledge restricted |
| spellingShingle | Goi, M.T. Goi, Chai Wong, David Constructing a brand identity scale for higher education institutions |
| title | Constructing a brand identity scale for higher education institutions |
| title_full | Constructing a brand identity scale for higher education institutions |
| title_fullStr | Constructing a brand identity scale for higher education institutions |
| title_full_unstemmed | Constructing a brand identity scale for higher education institutions |
| title_short | Constructing a brand identity scale for higher education institutions |
| title_sort | constructing a brand identity scale for higher education institutions |
| url | http://hdl.handle.net/20.500.11937/20333 |