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Exploring the degree of influence of different advertisement role in enhancing brand image for higher learning institutions

Khan, Md. Ashraful Azam and Rahman, Muhammad Sabbir (2014) Exploring the degree of influence of different advertisement role in enhancing brand image for higher learning institutions. Research Journal of Social Science and Management, 4 (5). pp. 57-62. ISSN 2251-1571

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Abstract

This research inquiries about the effect of various forms of advertisement on enhancing brand image for higher learning institutions. The survey applied a questionnaire study of 250 respondents. Data were analysed thorough multiple regression analysis and other descriptive statistical techniques. The outcomes propose that online advertisement plays the most influential role in enhancing brand image for a higher learning institution followed by television advertisement and print advertisement. The research also notes that the management of higher learning institutions should consider online advertisement for their institutions to enhance the brand image. Yet, the researchers also agreed that the dominance of advertisement for higher learning institutions also requires television and print advertisement as well. The study contributes to the branding literature by relating with diverse manners of advertising under Malaysian higher learning institution’s students’ perspective.

Item Type: Article (Journal)
Additional Information: 7172/38028
Uncontrolled Keywords: Print advertisement, Online Advertisement, Television Advertisement, Brand Image, Higher Learning Institutions
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5410 Marketing. Distribution of products
Kulliyyahs/Centres/Divisions/Institutes: Kulliyyah of Economics and Management Sciences > Department of Business Administration
Depositing User: Dr Muhammad Sabbir Rahman
Date Deposited: 04 Sep 2014 01:41
Last Modified: 14 Jun 2017 02:02
URI: http://irep.iium.edu.my/id/eprint/38028

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