Projecting university brand image via satisfaction and behavioral response : perspectives from UK-based Malaysian students

Alwi, S; Che-Ha, N; Nguyen, B; Ghazali, E; Mutum, D; Kitchen, PJ

Abstract

This study attempts to ascertain the essential dimensions and components of university
corporate brand image, including the cognitive attributes (service/educational quality) and
affective attributes (corporate brand image) of the university. It builds on Schmitt’s (1999)
conceptualization of brand experience. In doing so, this study develops, explores, and
presents a student-consumer behavioral response model based on students' experiences at a
UK university, exploring the relationship between these attributes with satisfaction and
behavioral response (word-of-mouth). Findings reveal that both branding aspects - brand
experience and corporate brand image - follow a rational thought process before an affective
component is then considered, resulting in brand promise and loyalty. This study identifies
several important brand experiences such as social, functional and emotional in higher education that enhance a university corporate brand image and behavioral responses that
guide brand positioning of a UK university for the Malaysian market. Based on the findings
of this study, a conceptual framework has been presented. Theoretical and managerial
implications are discussed with suggestions for future research.

Citation

Alwi, S., Che-Ha, N., Nguyen, B., Ghazali, E., Mutum, D., & Kitchen, P. (2020). Projecting university brand image via satisfaction and behavioral response : perspectives from UK-based Malaysian students. Qualitative Market Research: An International Journal, 23(1), 47-68. https://doi.org/10.1108/QMR-12-2017-0191

• Journal Article Type: Article
• Acceptance Date: Oct 22, 2019
• Online Publication Date: Jan 15, 2020
• Publication Date: Mar 20, 2020
• Deposit Date: Dec 20, 2019
• Publicly Available Date: Mar 2, 2020
• Journal: Qualitative Market Research: An International Journal
• Print ISSN: 1352-2752
• Publisher: Emerald
• Volume: 23
• Issue: 1
• Pages: 47-68
• DOI: https://doi.org/10.1108/QMR-12-2017-0191
• Publisher URL: https://doi.org/10.1108/QMR-12-2017-0191
• Related Public URLs: https://www.emerald.com/insight/publication/issn/1352-2752