IDEAS home Printed from https://ideas.repec.org/a/arp/tjssrr/2018p657-663.html
   My bibliography  Save this article

Modeling the Relationship between University Brand Image and Alumni Loyalty Using a Partial Least Squares-Structural Equation Model (PLS-SEM) Approach

Author

Listed:
  • Siti Aiesya Kamarulzaman*

    (Faculty of Computer and Mathematical Sciences, Universiti Teknologi MARA, 40450 Shah Alam, Selangor Darul Ehsan, Malaysia)

  • Zalina Zahid

    (Faculty of Computer and Mathematical Sciences, Universiti Teknologi MARA, 40450 Shah Alam, Selangor Darul Ehsan, Malaysia)

  • Haryani Haron

    (Faculty of Computer and Mathematical Sciences, Universiti Teknologi MARA, 40450 Shah Alam, Selangor Darul Ehsan, Malaysia)

  • Adzhar Rambli

    (Faculty of Computer and Mathematical Sciences, Universiti Teknologi MARA, 40450 Shah Alam, Selangor Darul Ehsan, Malaysia)

  • Nabilah Abdullah

    (Faculty of Education, UniversitiTeknologi MARA, 40450 Shah Alam, Selangor Darul Ehsan, Malaysia)

Abstract

In today’s competitive business world, marketing is critically important to universities in positioning a product to attract the interest of its clients, which are the prospective students. As for public universities such as University Teknologi Mara (UiTM), the key to survive the increasing competition and financial difficulties is through their alumni loyalty. The purpose of this study is to determine the factors that affects the Alumni Loyalty towards UiTM. This study tests a model derived from a relationship marketing perspective to investigate the effects of components of University Brand Image which are Academic System, Reputation, Employability, Shared Values and Social Network on the Alumni Loyalty towards UiTM. Based on the literature review, a theoretical model is proposed and tested through Partial Least Square - Structural Equations Modelling (PLS-SEM) using a sample of 815 UiTM alumni. The results reveal that the significant factors that affect Alumni Loyalty are Reputation, Employability and Shared Values. In addition, the results highlight that Academic System do not affect Alumni Loyalty directly but rather indirectly through the mediation of Satisfaction. Overall, Academic System, Reputation, Employability and Shared Values are important in explaining the variance of Alumni Loyalty. University should be careful about the quality of the course offered and methods of delivery by the academicians since the implication of an Academic System is significant toward the loyalty of alumni.

Suggested Citation

  • Siti Aiesya Kamarulzaman* & Zalina Zahid & Haryani Haron & Adzhar Rambli & Nabilah Abdullah, 2018. "Modeling the Relationship between University Brand Image and Alumni Loyalty Using a Partial Least Squares-Structural Equation Model (PLS-SEM) Approach," The Journal of Social Sciences Research, Academic Research Publishing Group, pages 657-663:6.
  • Handle: RePEc:arp:tjssrr:2018:p:657-663
    as

    Download full text from publisher

    File URL: https://www.arpgweb.com/pdf-files/spi6.23.657-663.pdf
    Download Restriction: no

    File URL: https://www.arpgweb.com/journal/7/special_issue/12-2018/6/4
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Reinartz, Werner & Haenlein, Michael & Henseler, Jörg, 2009. "An empirical comparison of the efficacy of covariance-based and variance-based SEM," International Journal of Research in Marketing, Elsevier, vol. 26(4), pages 332-344.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Francisco Díez-Martín & Alicia Blanco-González & Camilo Prado-Román, 2016. "Explaining nation-wide differences in entrepreneurial activity: a legitimacy perspective," International Entrepreneurship and Management Journal, Springer, vol. 12(4), pages 1079-1102, December.
    2. Wilawan Jansri, 2019. "Perception of Residents, Community Participation and Support for Tourism Development in the Old Town Muang Songkhla, Thailand," Proceedings of the 13th International RAIS Conference, June 10-11, 2019 07WJ, Research Association for Interdisciplinary Studies.
    3. Philippe Cohard, 2020. "Information Systems Values: A Study of the Intranet in Three French Higher Education Institutions," Post-Print hal-02987225, HAL.
    4. Lirios Alos-Simo & Antonio J. Verdu-Jover & Jose M. Gomez-Gras, 2020. "Knowledge Transfer in Sustainable Contexts: A Comparative Analysis of Periods of Financial Recession and Expansion," Sustainability, MDPI, vol. 12(12), pages 1-24, June.
    5. Kusa, Rafał & Suder, Marcin & Duda, Joanna, 2023. "Impact of greening on performance in the hospitality industry: Moderating effect of flexibility and inter-organizational cooperation," Technological Forecasting and Social Change, Elsevier, vol. 190(C).
    6. Esther Tippmann & Pamela Sharkey Scott & Andrew Parker, 2017. "Boundary Capabilities in MNCs: Knowledge Transformation for Creative Solution Development," Journal of Management Studies, Wiley Blackwell, vol. 54(4), pages 455-482, June.
    7. Liang Xiao & Linyong Luo & Tongping Ke, 2024. "The influence of eWOM information structures on consumers’ purchase intentions," Electronic Commerce Research, Springer, vol. 24(3), pages 1713-1735, September.
    8. Tu Thanh Hoai & Nguyen Phong Nguyen, 2022. "Internal Control Systems and Performance of Emerging Market Firms: The Moderating Roles of Leadership Consistency and Quality," SAGE Open, , vol. 12(3), pages 21582440221, September.
    9. Pinyi Su & Muhammad Imran & Muhammad Nadeem & Shamsheer ul Haq, 2023. "The Role of Environmental Law in Farmers’ Environment-Protecting Intentions and Behavior Based on Their Legal Cognition: A Case Study of Jiangxi Province, China," Sustainability, MDPI, vol. 15(11), pages 1-22, May.
    10. Kautish, Pradeep & Paço, Arminda & Thaichon, Park, 2022. "Sustainable consumption and plastic packaging: Relationships among product involvement, perceived marketplace influence and choice behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    11. Groza, Mark D. & Groza, Mya Pronschinske, 2018. "Salesperson regulatory knowledge and sales performance," Journal of Business Research, Elsevier, vol. 89(C), pages 37-46.
    12. Larissa Marchiori Pacheco & Marlon Fernandes Rodrigues Alves & Lara Bartocci Liboni, 2018. "Green absorptive capacity: A mediation‐moderation model of knowledge for innovation," Business Strategy and the Environment, Wiley Blackwell, vol. 27(8), pages 1502-1513, December.
    13. Mäntymäki, Matti & Riemer, Kai, 2014. "Digital natives in social virtual worlds: A multi-method study of gratifications and social influences in Habbo Hotel," International Journal of Information Management, Elsevier, vol. 34(2), pages 210-220.
    14. Oubrich, Mourad & Hakmaoui, Abdelati & Benhayoun, Lamiae & Solberg Söilen, Klaus & Abdulkader, Bisan, 2021. "Impacts of leadership style, organizational design and HRM practices on knowledge hiding: The indirect roles of organizational justice and competitive work environment," Journal of Business Research, Elsevier, vol. 137(C), pages 488-499.
    15. Younès El Manzani & Mohamed Larbi Sidmou & Jean-Jack Cegarra, 2018. "Does IS0 9001 quality management system support product innovation? An analysis from the sociotechnical systems theory," Post-Print hal-03080217, HAL.
    16. Tuzovic, Sven & Simpson, Merlin C. & Kuppelwieser, Volker G. & Finsterwalder, Jörg, 2014. "From ‘free’ to fee: Acceptability of airline ancillary fees and the effects on customer behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 21(2), pages 98-107.
    17. Danks, Nicholas P. & Sharma, Pratyush N. & Sarstedt, Marko, 2020. "Model selection uncertainty and multimodel inference in partial least squares structural equation modeling (PLS-SEM)," Journal of Business Research, Elsevier, vol. 113(C), pages 13-24.
    18. Mäntymäki, Matti & Salo, Jari, 2013. "Purchasing behavior in social virtual worlds: An examination of Habbo Hotel," International Journal of Information Management, Elsevier, vol. 33(2), pages 282-290.
    19. Ali, Hassan & Azhar, Maham & Zain, Marium & Shekhani, Hira & Muhammad Iqbal, Fahad, 2022. "How E-Learning Is Reshaping the Education Industry of Developing Economy? An Evidence from PLS-SEM Approach," MPRA Paper 112308, University Library of Munich, Germany.
    20. Mahadzirah Mohamad & Asyraf Afthanorhan* & Zainudin Awang & Morliyati Mohammad, 2019. "Comparison Between CB-SEM and PLS-SEM: Testing and Confirming the Maqasid Syariah Quality of Life Measurement Model," The Journal of Social Sciences Research, Academic Research Publishing Group, vol. 5(3), pages 608-614, 03-2019.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:arp:tjssrr:2018:p:657-663. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Managing Editor (email available below). General contact details of provider: http://arpgweb.com/?ic=journal&journal=7&info=aims .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.