Assessing corporate brand equity of public universities
Brand equity studies focus heavily on the brands of profit-based organisations. Similarly in Malaysia, while there have been a number of studies on leading brands owned by profit-based organisations (e.g. Petronas, Air Asia and Maxis), few studies have explored branding in relation to not-for-prof...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English English English |
| Published: |
Universiti Kebangsaan Malaysia Press
2019
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/78887/ http://irep.iium.edu.my/78887/ http://irep.iium.edu.my/78887/ http://irep.iium.edu.my/78887/1/78887_Assessing%20corporate%20brand%20equity.pdf http://irep.iium.edu.my/78887/2/78887_Assessing%20corporate%20brand%20equity_SCOPUS.pdf http://irep.iium.edu.my/78887/13/78887_Assessing%20corporate%20brand%20equity_WOS.pdf |
| Summary: | Brand equity studies focus heavily on the brands of profit-based organisations. Similarly in Malaysia,
while there have been a number of studies on leading brands owned by profit-based organisations
(e.g. Petronas, Air Asia and Maxis), few studies have explored branding in relation to not-for-profit
organisations, such as public universities. Public universities tend not to place too high a priority on
their brand development because they often lack an understanding of the significance of brand
equity. The increased pressure on public universities to compete in the highly competitive higher
education market, however, is slowly changing this perception. Therefore, this study will offer some
preliminary insights into the dimensions contributing to the corporate brand equity of a public
university in Malaysia, Universiti Sains Malaysia (USM). This study illustrates how metrics can be
used to assess the brand of a public research university and can facilitate the development of
corporate brand equity metric for institutions of higher education. Data collection was conducted
using the survey method, distributing questionnaires to 400 students from eight local public
universities. The findings of this study indicate that the dimensions of awareness, quality of service,
trust and relevance have a positive relationship with USM’s corporate brand equity. These findings
may help to guide future researchers in understanding the dimensions of brand equity in relation to
public universities. |
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