Brand reputation management and brand experience towards reputation of Malaysian polytechnics / Nur Azreen Azriana Azham and Tg. Aroal Hawa Delaila Tg Ahmad
In higher education, reputation management is essential to ensure the higher education institutions continue relevant and significant in the eye of the shareholders worldwide. There are many efforts to increase reputation by improving the ranking in the world level. Currently, the brand reputation (...
Saved in:
Main Authors: | , |
---|---|
Format: | Article |
Language: | English |
Published: |
Universiti Teknologi MARA, Perlis
2020
|
Subjects: | |
Online Access: | http://ir.uitm.edu.my/id/eprint/42888/1/42888.pdf http://ir.uitm.edu.my/id/eprint/42888/ https://jurnalintelek.uitm.edu.my/index.php/main |
Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
id |
my.uitm.ir.42888 |
---|---|
record_format |
eprints |
spelling |
my.uitm.ir.428882021-06-21T09:16:43Z http://ir.uitm.edu.my/id/eprint/42888/ Brand reputation management and brand experience towards reputation of Malaysian polytechnics / Nur Azreen Azriana Azham and Tg. Aroal Hawa Delaila Tg Ahmad Azham, Nur Azreen Azriana Tg Ahmad, Tg. Aroal Hawa Delaila Branding (Marketing) Institutions of higher education In higher education, reputation management is essential to ensure the higher education institutions continue relevant and significant in the eye of the shareholders worldwide. There are many efforts to increase reputation by improving the ranking in the world level. Currently, the brand reputation (BR) of higher institution cannot be proud of yet as BR management is critical in growing a business or service. The research aim to identify the relationship between brand culture (BC), brand expression (BE) and brand experience (BEX) regarding polytechnic BR among polytechnic students of the northern region in Malaysia. In addition, this research also aims to identify which of the variables has the strongest relationship with BR among polytechnic students. The study employs a quantitative method. 378 questionnaires were distributed to polytechnic students of the northern region. The study resulted a significant relationship between BC, BE and BEX in the BR of polytechnic’s students. Based on these results, it is found that BC has the strongest relationship with BR among polytechnic’s students of the northern region in Malaysia. The findings from this research can be used by next researchers, practitioners, government, university authority as well as academician, as guidance for them to manage well their BR. Universiti Teknologi MARA, Perlis 2020-02 Article PeerReviewed text en http://ir.uitm.edu.my/id/eprint/42888/1/42888.pdf ID42888 Azham, Nur Azreen Azriana and Tg Ahmad, Tg. Aroal Hawa Delaila (2020) Brand reputation management and brand experience towards reputation of Malaysian polytechnics / Nur Azreen Azriana Azham and Tg. Aroal Hawa Delaila Tg Ahmad. Jurnal Intelek, 15 (1). pp. 98-106. ISSN Tg Ahmad https://jurnalintelek.uitm.edu.my/index.php/main |
institution |
Universiti Teknologi Mara |
building |
Tun Abdul Razak Library |
collection |
Institutional Repository |
continent |
Asia |
country |
Malaysia |
content_provider |
Universiti Teknologi Mara |
content_source |
UiTM Institutional Repository |
url_provider |
http://ir.uitm.edu.my/ |
language |
English |
topic |
Branding (Marketing) Institutions of higher education |
spellingShingle |
Branding (Marketing) Institutions of higher education Azham, Nur Azreen Azriana Tg Ahmad, Tg. Aroal Hawa Delaila Brand reputation management and brand experience towards reputation of Malaysian polytechnics / Nur Azreen Azriana Azham and Tg. Aroal Hawa Delaila Tg Ahmad |
description |
In higher education, reputation management is essential to ensure the higher education institutions continue relevant and significant in the eye of the shareholders worldwide. There are many efforts to increase reputation by improving the ranking in the world level. Currently, the brand reputation (BR) of higher institution cannot be proud of yet as BR management is critical in growing a business or service. The research aim to identify the relationship between brand culture (BC), brand expression (BE) and brand experience (BEX) regarding polytechnic BR among polytechnic students of the northern region in Malaysia. In addition, this research also aims to identify which of the variables has the strongest relationship with BR among polytechnic students. The study employs a quantitative method. 378 questionnaires were distributed to polytechnic students of the northern region. The study resulted a significant relationship between BC, BE and BEX in the BR of polytechnic’s students. Based on these results, it is found that BC has the strongest relationship with BR among polytechnic’s students of the northern region in Malaysia. The findings from this research can be used by next researchers, practitioners, government, university authority as well as academician, as guidance for them to manage well their BR. |
format |
Article |
author |
Azham, Nur Azreen Azriana Tg Ahmad, Tg. Aroal Hawa Delaila |
author_facet |
Azham, Nur Azreen Azriana Tg Ahmad, Tg. Aroal Hawa Delaila |
author_sort |
Azham, Nur Azreen Azriana |
title |
Brand reputation management and brand experience towards reputation of Malaysian polytechnics / Nur Azreen Azriana Azham and Tg. Aroal Hawa Delaila Tg Ahmad |
title_short |
Brand reputation management and brand experience towards reputation of Malaysian polytechnics / Nur Azreen Azriana Azham and Tg. Aroal Hawa Delaila Tg Ahmad |
title_full |
Brand reputation management and brand experience towards reputation of Malaysian polytechnics / Nur Azreen Azriana Azham and Tg. Aroal Hawa Delaila Tg Ahmad |
title_fullStr |
Brand reputation management and brand experience towards reputation of Malaysian polytechnics / Nur Azreen Azriana Azham and Tg. Aroal Hawa Delaila Tg Ahmad |
title_full_unstemmed |
Brand reputation management and brand experience towards reputation of Malaysian polytechnics / Nur Azreen Azriana Azham and Tg. Aroal Hawa Delaila Tg Ahmad |
title_sort |
brand reputation management and brand experience towards reputation of malaysian polytechnics / nur azreen azriana azham and tg. aroal hawa delaila tg ahmad |
publisher |
Universiti Teknologi MARA, Perlis |
publishDate |
2020 |
url |
http://ir.uitm.edu.my/id/eprint/42888/1/42888.pdf http://ir.uitm.edu.my/id/eprint/42888/ https://jurnalintelek.uitm.edu.my/index.php/main |
_version_ |
1703963374606352384 |
score |
13.160551 |