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 and Kitchen, PJ ORCID: 2020, 'Projecting university brand image via satisfaction and behavioral response : perspectives from UK-based Malaysian students' , Qualitative Market Research: An International Journal, 23 (1) , pp. 47-68.

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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.

Item Type: Article
Schools: Schools > Salford Business School
Journal or Publication Title: Qualitative Market Research: An International Journal
Publisher: Emerald
ISSN: 1352-2752
Related URLs:
Depositing User: USIR Admin
Date Deposited: 20 Dec 2019 11:04
Last Modified: 16 Feb 2022 03:42

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