Modeling the relationship of research university brand image on students’ satisfaction and its effect on brand loyalty / Noordini Abdullah

The role of universities in attracting postgraduate students to achieve a research university status has attracted the attention of scholars. While there is growing consensus that branding and internationalization is important, the relationship between a university’s research status, its strategy an...

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Main Author:	Abdullah, Noordini
Format:	Book Section
Language:	English
Published:	Institute of Graduate Studies, UiTM 2016
Subjects:	Customer services. Customer relations
Online Access:	http://ir.uitm.edu.my/id/eprint/20023/ http://ir.uitm.edu.my/id/eprint/20023/1/ABS_NOORDINI%20ABDULLAH%20TDRA%20VOL%2010%20IGS%2016.pdf

id	uitm-20023
recordtype	eprints
spelling	uitm-200232018-06-11T03:24:37Z http://ir.uitm.edu.my/id/eprint/20023/ Modeling the relationship of research university brand image on students’ satisfaction and its effect on brand loyalty / Noordini Abdullah Abdullah, Noordini Customer services. Customer relations The role of universities in attracting postgraduate students to achieve a research university status has attracted the attention of scholars. While there is growing consensus that branding and internationalization is important, the relationship between a university’s research status, its strategy and its ability to attract postgraduate students is still unclear. Furthermore, on closer inspection, empirical studies that assess the impact of both brand image and students’ satisfaction on postgraduates’ brand/institution loyalty are lacking. Hence, this study aims to address this knowledge gap and attempts to extend previous studies on brand image by integrating satisfaction constructs into the framework. The main objective of this research is to develop a model of Research University brand image which is capable of delivering students’ satisfaction and loyalty. In addition, this research examined and identifies key dimensions or indicators and analyse the perspectives of postgraduate students on the dimensions and indicators necessary to evaluate Research University brand image… Institute of Graduate Studies, UiTM 2016 Book Section PeerReviewed text en http://ir.uitm.edu.my/id/eprint/20023/1/ABS_NOORDINI%20ABDULLAH%20TDRA%20VOL%2010%20IGS%2016.pdf Abdullah, Noordini (2016) Modeling the relationship of research university brand image on students’ satisfaction and its effect on brand loyalty / Noordini Abdullah. In: The Doctoral Research Abstracts. IGS Biannual Publication, 10 (10). Institute of Graduate Studies, UiTM, Shah Alam.
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Teknologi MARA
building	UiTM Institutional Repository
collection	Online Access
language	English
topic	Customer services. Customer relations
spellingShingle	Customer services. Customer relations Abdullah, Noordini Modeling the relationship of research university brand image on students’ satisfaction and its effect on brand loyalty / Noordini Abdullah
description	The role of universities in attracting postgraduate students to achieve a research university status has attracted the attention of scholars. While there is growing consensus that branding and internationalization is important, the relationship between a university’s research status, its strategy and its ability to attract postgraduate students is still unclear. Furthermore, on closer inspection, empirical studies that assess the impact of both brand image and students’ satisfaction on postgraduates’ brand/institution loyalty are lacking. Hence, this study aims to address this knowledge gap and attempts to extend previous studies on brand image by integrating satisfaction constructs into the framework. The main objective of this research is to develop a model of Research University brand image which is capable of delivering students’ satisfaction and loyalty. In addition, this research examined and identifies key dimensions or indicators and analyse the perspectives of postgraduate students on the dimensions and indicators necessary to evaluate Research University brand image…
format	Book Section
author	Abdullah, Noordini
author_facet	Abdullah, Noordini
author_sort	Abdullah, Noordini
title	Modeling the relationship of research university brand image on students’ satisfaction and its effect on brand loyalty / Noordini Abdullah
title_short	Modeling the relationship of research university brand image on students’ satisfaction and its effect on brand loyalty / Noordini Abdullah
title_full	Modeling the relationship of research university brand image on students’ satisfaction and its effect on brand loyalty / Noordini Abdullah
title_fullStr	Modeling the relationship of research university brand image on students’ satisfaction and its effect on brand loyalty / Noordini Abdullah
title_full_unstemmed	Modeling the relationship of research university brand image on students’ satisfaction and its effect on brand loyalty / Noordini Abdullah
title_sort	modeling the relationship of research university brand image on students’ satisfaction and its effect on brand loyalty / noordini abdullah
publisher	Institute of Graduate Studies, UiTM
publishDate	2016
url	http://ir.uitm.edu.my/id/eprint/20023/ http://ir.uitm.edu.my/id/eprint/20023/1/ABS_NOORDINI%20ABDULLAH%20TDRA%20VOL%2010%20IGS%2016.pdf
first_indexed	2023-09-18T23:03:48Z
last_indexed	2023-09-18T23:03:48Z
_version_	1777418348520275968

Modeling the relationship of research university brand image on students’ satisfaction and its effect on brand loyalty / Noordini Abdullah

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