Exploring the brand image of an Islamic higher educational institution: a qualitative approach

Abstract The purpose of the study is to explore the brand image of an Islamic higher educational institute among the current students. A qualitative (phenom-enology) approach is applied, using the interview method. A total of 7 students were selected purposefully as the respondents from different di...

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Main Author:	Haque, A. K. M. Ahasanul
Format:	Article
Language:	English
Published:	medi+WORLD Internationa 2014
Subjects:	HF5410 Marketing. Distribution of products
Online Access:	http://irep.iium.edu.my/39897/ http://irep.iium.edu.my/39897/ http://irep.iium.edu.my/39897/1/Brand_Image_of_an_Islamic_Higher_educational...pdf

id	iium-39897
recordtype	eprints
spelling	iium-398972018-06-20T01:22:42Z http://irep.iium.edu.my/39897/ Exploring the brand image of an Islamic higher educational institution: a qualitative approach Haque, A. K. M. Ahasanul HF5410 Marketing. Distribution of products Abstract The purpose of the study is to explore the brand image of an Islamic higher educational institute among the current students. A qualitative (phenom-enology) approach is applied, using the interview method. A total of 7 students were selected purposefully as the respondents from different dis-ciplines, study levels and gender. To apply the rigorous qualitative analysis, it follows several procedures like audio recording, immediate transcripts and the cross checks of the write up. The study found the students aware about the brand image of the concerned university. The study reveals that “International Islamic University Malaysia (IIUM)” as a higher educational institute has a positive brand image among the current students though the level of positivity varies from case to case. Respondents’ brand feeling about “IIUM” is constructive as a higher education provider. A more com-prehensive research can be done including a greater number of respond-ents as the study includes only seven. The study shows the preliminary way to explore the existing students thoughts about the image of a higher educational institution. It may assist the university’s top management or marketing division to explore the brand image of their institute and take on brand building programs accordingly. The study is exclusive to explore the students’ thoughts about the brand image of a higher educational institute. Keywords: Brand Image, Higher educational institution, Students, Qualitative approach medi+WORLD Internationa 2014-04 Article PeerReviewed application/pdf en cc_public_domain http://irep.iium.edu.my/39897/1/Brand_Image_of_an_Islamic_Higher_educational...pdf Haque, A. K. M. Ahasanul (2014) Exploring the brand image of an Islamic higher educational institution: a qualitative approach. Middle East Journal of Business, 9 (2). pp. 35-40. ISSN 1834-8777 http://www.mejb.com/upgrade_flash/home.htm
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English
topic	HF5410 Marketing. Distribution of products
spellingShingle	HF5410 Marketing. Distribution of products Haque, A. K. M. Ahasanul Exploring the brand image of an Islamic higher educational institution: a qualitative approach
description	Abstract The purpose of the study is to explore the brand image of an Islamic higher educational institute among the current students. A qualitative (phenom-enology) approach is applied, using the interview method. A total of 7 students were selected purposefully as the respondents from different dis-ciplines, study levels and gender. To apply the rigorous qualitative analysis, it follows several procedures like audio recording, immediate transcripts and the cross checks of the write up. The study found the students aware about the brand image of the concerned university. The study reveals that “International Islamic University Malaysia (IIUM)” as a higher educational institute has a positive brand image among the current students though the level of positivity varies from case to case. Respondents’ brand feeling about “IIUM” is constructive as a higher education provider. A more com-prehensive research can be done including a greater number of respond-ents as the study includes only seven. The study shows the preliminary way to explore the existing students thoughts about the image of a higher educational institution. It may assist the university’s top management or marketing division to explore the brand image of their institute and take on brand building programs accordingly. The study is exclusive to explore the students’ thoughts about the brand image of a higher educational institute. Keywords: Brand Image, Higher educational institution, Students, Qualitative approach
format	Article
author	Haque, A. K. M. Ahasanul
author_facet	Haque, A. K. M. Ahasanul
author_sort	Haque, A. K. M. Ahasanul
title	Exploring the brand image of an Islamic higher educational institution: a qualitative approach
title_short	Exploring the brand image of an Islamic higher educational institution: a qualitative approach
title_full	Exploring the brand image of an Islamic higher educational institution: a qualitative approach
title_fullStr	Exploring the brand image of an Islamic higher educational institution: a qualitative approach
title_full_unstemmed	Exploring the brand image of an Islamic higher educational institution: a qualitative approach
title_sort	exploring the brand image of an islamic higher educational institution: a qualitative approach
publisher	medi+WORLD Internationa
publishDate	2014
url	http://irep.iium.edu.my/39897/ http://irep.iium.edu.my/39897/ http://irep.iium.edu.my/39897/1/Brand_Image_of_an_Islamic_Higher_educational...pdf
first_indexed	2023-09-18T20:57:17Z
last_indexed	2023-09-18T20:57:17Z
_version_	1777410388279689216

Exploring the brand image of an Islamic higher educational institution: a qualitative approach

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