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-profit...

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Main Authors:	Shuhaida Md Noor, Kamaruzzaman Abdul Manan, Haja Mydin Abdul Kuthoos
Format:	Article
Language:	English
Published:	Penerbit Universiti Kebangsaan Malaysia 2019
Online Access:	http://journalarticle.ukm.my/13494/ http://journalarticle.ukm.my/13494/ http://journalarticle.ukm.my/13494/1/35203-110368-1-PB.pdf

id	ukm-13494
recordtype	eprints
spelling	ukm-134942019-10-09T21:21:37Z http://journalarticle.ukm.my/13494/ Assessing corporate brand equity of public universities Shuhaida Md Noor, Kamaruzzaman Abdul Manan, Haja Mydin Abdul Kuthoos, 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. Penerbit Universiti Kebangsaan Malaysia 2019 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/13494/1/35203-110368-1-PB.pdf Shuhaida Md Noor, and Kamaruzzaman Abdul Manan, and Haja Mydin Abdul Kuthoos, (2019) Assessing corporate brand equity of public universities. Jurnal Komunikasi ; Malaysian Journal of Communication, 35 (3). pp. 283-299. ISSN 0128-1496 http://ejournal.ukm.my/mjc/issue/view/1210
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Kebangasaan Malaysia
building	UKM Institutional Repository
collection	Online Access
language	English
description	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.
format	Article
author	Shuhaida Md Noor, Kamaruzzaman Abdul Manan, Haja Mydin Abdul Kuthoos,
spellingShingle	Shuhaida Md Noor, Kamaruzzaman Abdul Manan, Haja Mydin Abdul Kuthoos, Assessing corporate brand equity of public universities
author_facet	Shuhaida Md Noor, Kamaruzzaman Abdul Manan, Haja Mydin Abdul Kuthoos,
author_sort	Shuhaida Md Noor,
title	Assessing corporate brand equity of public universities
title_short	Assessing corporate brand equity of public universities
title_full	Assessing corporate brand equity of public universities
title_fullStr	Assessing corporate brand equity of public universities
title_full_unstemmed	Assessing corporate brand equity of public universities
title_sort	assessing corporate brand equity of public universities
publisher	Penerbit Universiti Kebangsaan Malaysia
publishDate	2019
url	http://journalarticle.ukm.my/13494/ http://journalarticle.ukm.my/13494/ http://journalarticle.ukm.my/13494/1/35203-110368-1-PB.pdf
first_indexed	2023-09-18T20:04:59Z
last_indexed	2023-09-18T20:04:59Z
_version_	1777407098370392064

Assessing corporate brand equity of public universities

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