IDEAS home Printed from https://ideas.repec.org/a/taf/jmkthe/v28y2018i1p32-50.html
   My bibliography  Save this article

International brand alliances and co-branding: antecedents of cognitive dissonance and student satisfaction with co-branded higher education programs

Author

Listed:
  • Stephen Wilkins
  • Muhammad Mohsin Butt
  • Troy Heffernan

Abstract

The study investigates how in international partnerships the brand credibility of each partner, student-institution identification with each partner, and perceived service quality relate to student satisfaction. A structured survey questionnaire was completed by 528 students taking a co-branded higher education program in Hong Kong or Sri Lanka. The results indicate that the brand credibility of a foreign institution is a stronger influencer on student identification with the foreign institution as compared to the relationship between credibility and identification with the local partner. The negative relationship between organizational identification and cognitive dissonance for each institution in the partnership is also stronger for the foreign institution. As the popularity of international partnerships and co-branded higher education programs continues to grow, the importance and dominance of foreign brand credibility and student identification with foreign institutions is recognized.

Suggested Citation

  • Stephen Wilkins & Muhammad Mohsin Butt & Troy Heffernan, 2018. "International brand alliances and co-branding: antecedents of cognitive dissonance and student satisfaction with co-branded higher education programs," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 28(1), pages 32-50, January.
    • Handle: RePEc:taf:jmkthe:v:28:y:2018:i:1:p:32-50
    DOI: 10.1080/08841241.2017.1393785
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/08841241.2017.1393785
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/08841241.2017.1393785?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Volkan Yakın & Hüseyin Güven & Sofia David & Esra Güven & Nicoleta Bărbuță-Mișu & Emine Türkan Ayvaz Güven & Florina Oana Virlanuta, 2023. "The Effect of Cognitive Dissonance Theory and Brand Loyalty on Consumer Complaint Behaviors: A Cross-Cultural Study," Sustainability, MDPI, vol. 15(6), pages 1-17, March.
    2. Frank Frimpong Opuni & Michael Snowden & Ernest Christian Winful & Denis Hyams-Ssekasi & Jamie P. Halsall & Josiah Nii Adu Quaye & Emelia Ohene Afriyie & Elikem Chosniel Ocloo & Kofi Opoku-Asante, 2022. "The Nexus between Entrepreneurial Education and Entrepreneurial Self-Competencies: A Social Enterprise Perspective," Sustainability, MDPI, vol. 14(19), pages 1-20, October.

    More about this item

    Statistics

    Access and download statistics

    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:taf:jmkthe:v:28:y:2018:i:1:p:32-50. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/WMHE20 .

    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.