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...

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Main Authors:	Maulan, Suharni, Muhammadun Mohamed, Zakiah, Mohd Yasin, Norjaya
Format:	Conference or Workshop Item
Language:	English
Published:	2010
Subjects:	H Social Sciences (General)
Online Access:	http://irep.iium.edu.my/48568/ http://irep.iium.edu.my/48568/1/ICMAR2010.pdf

id	iium-48568
recordtype	eprints
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 Conference or Workshop Item 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)
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English
topic	H Social Sciences (General)
spellingShingle	H Social Sciences (General) Maulan, Suharni Muhammadun Mohamed, Zakiah Mohd Yasin, Norjaya The development of MHE brand equity from international students’ perspective
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.
format	Conference or Workshop Item
author	Maulan, Suharni Muhammadun Mohamed, Zakiah Mohd Yasin, Norjaya
author_facet	Maulan, Suharni Muhammadun Mohamed, Zakiah Mohd Yasin, Norjaya
author_sort	Maulan, Suharni
title	The development of MHE brand equity from international students’ perspective
title_short	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_sort	development of mhe brand equity from international students’ perspective
publishDate	2010
url	http://irep.iium.edu.my/48568/ http://irep.iium.edu.my/48568/1/ICMAR2010.pdf
first_indexed	2023-09-18T21:08:52Z
last_indexed	2023-09-18T21:08:52Z
_version_	1777411117323124736

The development of MHE brand equity from international students’ perspective

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