Relationship between corporate identity and corporate reputation: A case of a Malaysian higher education

• Main Authors: Mohamad, Bahtiar, Abu Bakar, Hassan, Abdul Rahman, Nik Adzrieman
• Format: Article
• Language: English
• Published: Petra Christian University 2007
• Subjects: HD28 Management. Industrial Management
• Online Access: http://repo.uum.edu.my/21814/1/JMP%202%202%202007%20%2081-89.pdf; http://repo.uum.edu.my/21814/; http://jurnalpemasaran.petra.ac.id/index.php/mar/article/view/17006

Organizations need corporate identity for survival.This identity is developing through the projection of one positive image that will increase its public confidence about the quality and achievements of the organization.This paper attempts to identify corporate identity and reputations of Universiti Utara Malaysia from its future prospective clients.Specifically, this research test the relationship between corporate identity and corporate reputation based on a Malaysian higher education sector.Further tests were conducted to identify which corporate identity component will be a significant predictor of corporate reputation.It reveals that there is significant positive relationship between corporate identity and corporate reputation.