Exploring the degree of influence of different advertisement role in enhancing brand image for higher learning institutions
This research inquiries about the effect of various forms of advertisement on enhancing brand image for higher learning institutions. The survey applied a questionnaire study of 250 respondents. Data were analysed thorough multiple regression analysis and other descriptive sta...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
The International Journal Research Publications
2014
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/38028/ http://irep.iium.edu.my/38028/ http://irep.iium.edu.my/38028/1/Research_journal_of_social_science_and_management.pdf |
| Summary: | This research inquiries about the effect of various forms of advertisement on enhancing brand image
for higher learning institutions. The survey applied a questionnaire study of 250 respondents. Data
were analysed thorough multiple regression analysis and other descriptive statistical techniques. The
outcomes propose that online advertisement plays the most influential role in enhancing brand image
for a higher learning institution followed by television advertisement and print advertisement. The
research also notes that the management of higher learning institutions should consider online
advertisement for their institutions to enhance the brand image. Yet, the researchers also agreed that
the dominance of advertisement for higher learning institutions also requires television and print
advertisement as well. The study contributes to the branding literature by relating with diverse
manners of advertising under Malaysian higher learning institution’s students’ perspective. |
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