The development of MHE brand equity from international students’ perspective
This study aims to examine factors that contribute to the development of Malaysia Higher Education (MHE) brand equity from the international student’s perspective. As the higher education becomes more internationally oriented, the competition in the industry globally also becoming more intense. This...
| Main Authors: | , , |
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| Format: | Proceeding Paper |
| Language: | English |
| Published: |
2010
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/48568/ http://irep.iium.edu.my/48568/1/ICMAR2010.pdf |
| _version_ | 1848783319007756288 |
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| author | Maulan, Suharni Muhammadun Mohamed, Zakiah Mohd Yasin, Norjaya |
| author_facet | Maulan, Suharni Muhammadun Mohamed, Zakiah Mohd Yasin, Norjaya |
| author_sort | Maulan, Suharni |
| building | IIUM Repository |
| collection | Online Access |
| description | This study aims to examine factors that contribute to the development of Malaysia Higher Education (MHE) brand equity from the international student’s perspective. As the higher education becomes more internationally oriented, the competition in the industry globally also becoming more intense. This forces the education service providers to differentiate their offerings from those of their competitors and one of the ways is through branding. As a business firm with high brand equity can differentiate itself from competitors, so too a nation in terms of their higher education services offerings. A strong brand equity of higher education service will give signal to customers during their pre-purchase evaluation thus facilitates them to make choice decision. Three focus group discussions with international students currently studying in a Malaysian public university had been conducted. The findings supported that MHE brand awareness and MHE brand image combined, affect MHE brand equity. MHE brand awareness is influenced by personal and commercial sources while MHE brand image is further influenced by country and institution image. The positive country image performs halo effects on institution image in which it affects prospects belief on product attributes and eventually choice decision. However, for consumers, their actual experiences will directly affect MHE brand equity. |
| first_indexed | 2025-11-14T16:19:27Z |
| format | Proceeding Paper |
| id | iium-48568 |
| institution | International Islamic University Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T16:19:27Z |
| publishDate | 2010 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | iium-485682016-04-28T02:39:42Z http://irep.iium.edu.my/48568/ The development of MHE brand equity from international students’ perspective Maulan, Suharni Muhammadun Mohamed, Zakiah Mohd Yasin, Norjaya H Social Sciences (General) This study aims to examine factors that contribute to the development of Malaysia Higher Education (MHE) brand equity from the international student’s perspective. As the higher education becomes more internationally oriented, the competition in the industry globally also becoming more intense. This forces the education service providers to differentiate their offerings from those of their competitors and one of the ways is through branding. As a business firm with high brand equity can differentiate itself from competitors, so too a nation in terms of their higher education services offerings. A strong brand equity of higher education service will give signal to customers during their pre-purchase evaluation thus facilitates them to make choice decision. Three focus group discussions with international students currently studying in a Malaysian public university had been conducted. The findings supported that MHE brand awareness and MHE brand image combined, affect MHE brand equity. MHE brand awareness is influenced by personal and commercial sources while MHE brand image is further influenced by country and institution image. The positive country image performs halo effects on institution image in which it affects prospects belief on product attributes and eventually choice decision. However, for consumers, their actual experiences will directly affect MHE brand equity. 2010 Proceeding Paper NonPeerReviewed application/pdf en http://irep.iium.edu.my/48568/1/ICMAR2010.pdf Maulan, Suharni and Muhammadun Mohamed, Zakiah and Mohd Yasin, Norjaya (2010) The development of MHE brand equity from international students’ perspective. In: International Conference on Marketing (ICMAR 2010), 23rd-24th June 2010, Renaissance Hotel, Kuala Lumpur. (Unpublished) |
| spellingShingle | H Social Sciences (General) Maulan, Suharni Muhammadun Mohamed, Zakiah Mohd Yasin, Norjaya The development of MHE brand equity from international students’ perspective |
| title | The development of MHE brand equity from international students’ perspective |
| title_full | The development of MHE brand equity from international students’ perspective |
| title_fullStr | The development of MHE brand equity from international students’ perspective |
| title_full_unstemmed | The development of MHE brand equity from international students’ perspective |
| title_short | The development of MHE brand equity from international students’ perspective |
| title_sort | development of mhe brand equity from international students’ perspective |
| topic | H Social Sciences (General) |
| url | http://irep.iium.edu.my/48568/ http://irep.iium.edu.my/48568/1/ICMAR2010.pdf |