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What constitutes student–university brand relationship? Malaysian students’ perspective

Author

Listed:
  • Sharizal Hashim
  • Norjaya Mohd Yasin
  • Siti Aisyah Ya’kob

Abstract

The concept of customer-brand relationship (CBR) is becoming increasingly important. However, the description of what constitutes student–university brand relationship is relatively limited. Underpinned by social exchange theory, this study proposes student–university brand relationship formation that comprises of utility (UV), hedonic (HV) and relational values (RV) as the antecedents, brand relationship quality (BRQ), as the mediator, and brand resonance (BR) as the consequence of CBR. With a set of usable data from 701 samples of Malaysian postgraduate students, the structural equation modelling (PLS) was utilized. The results reveal the mediating effect of BRQ in the relationships between customer values (UV, HV and RV) and BR. Therefore, considering student’s psychological ties as the focus in brand relationship strategy can help the university to understand how to create a greater bonding and favourable university’s brand relationship response.

Suggested Citation

  • Sharizal Hashim & Norjaya Mohd Yasin & Siti Aisyah Ya’kob, 2020. "What constitutes student–university brand relationship? Malaysian students’ perspective," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 30(2), pages 180-202, July.
    • Handle: RePEc:taf:jmkthe:v:30:y:2020:i:2:p:180-202
    DOI: 10.1080/08841241.2020.1713278
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    Cited by:

    1. Urooj Ahmed & Sharizal Hashim, 2022. "Sustainable Brand Management: The Role of Internal Brand Management and Intrinsic Motivation in Building Employee’s Brand Relationship Quality towards Organization’s Brand," Sustainability, MDPI, vol. 14(24), pages 1-16, December.
    2. Shih-Hao Wu & Stephen Chi-Tsun Huang & Ching-Yi Daphne Tsai, 2022. "Lifelong good soldiers of higher education institutions: driving factors and obstructions of alumni loyalty," Service Business, Springer;Pan-Pacific Business Association, vol. 16(2), pages 331-357, June.

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