Assessing corporate brand equity of public universities

• Main Authors: Md Noor, Shuhaida, Abdul Manan, Kamaruzzaman, Abdul Kuthoos, Haja Mydin
• Format: Article
• Language: English; English; English
• Published: Universiti Kebangsaan Malaysia Press 2019
• Subjects: LB2300 Higher Education
• Online Access: 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; http://irep.iium.edu.my/78887/; http://ejournals.ukm.my/mjc/article/view/35203/9843

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...