Measuring corporate brand equity of Universiti Sains Malaysia (USM)

Md Noor, Shuhaida and Abdul Manan, Kamaruzzaman and Abdul Kuthoos, Haja Mydin (2018) Measuring corporate brand equity of Universiti Sains Malaysia (USM). In: International Seminar on Media and Communication (ISMEC 2018), 25 Sept 2018, Kuala Lumpur. (Unpublished)

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Abstract

Corporate brand equity studies focus heavily on brands of profit-based organisations. Similarly in Malaysia, while there has been a number of studies on leading brands owned by profit-based such as PETRONAS, Air Asia and Maxis, there has been a dearth of studies on brands of not-for-profit organisations such as public universities. Public university brands tend not to place a high priority on brand development due to the lack of understanding on the significance of corporate brand equity. The increasing pressure for public universities to compete in the highly competitive higher education market is slowly changing this perception. Therefore, this study will offer some preliminary insights into the dimensions contributing to the corporate brand equity of a public university in Malaysia. The study was conducted as part of the effort in understanding the corporate brand equity of Universiti Sains Malaysia and provides an understanding on the use of metrics in assessing a university brand and be a point of departure in developing a corporate brand equity metrics for higher education institutions. Data collection was conducted using survey method by distributing questionnaires to 400 students from eight local public universities. The findings of this study indicate that the dimensions of awareness, quality of the service, trust and relevance have a positive relationship with USM corporate brand equity. The findings may guide future researchers in the understanding of the dimensions contributing to the corporate brand equity of public universities. ******************************************************** Kajian equiti jenama korporat global banyak berfokuskan kepada organisasi berasaskan keuntungan. Sama juga keadaannya di Malaysia, walaupun terdapat beberapa kajian yang dilakukan terhadap jenama-jenama utama yang dimiliki oleh organisasi berasaskan keuntungan seperti PETRONAS, Air Asia dan Maxis, namun kajian mengenai jenama organisasi bukan berasaskan keuntungan seperti universiti awam adalah terhad. Jenama universiti awam cenderung untuk tidak memberikan keutamaan kepada pembangunan jenama kerana kurangnya pemahaman tentang kepentingan ekuiti jenama korporat. Peningkatan tekanan terhadap universiti awam untuk bersaing dalam pasaran pendidikan tinggi yang sangat kompetitif telah mengubah persepsi ini secara perlahan-lahan. Berikutan perkembangan tersebut, kajian ini akan menawarkan beberapa pandangan awal mengenai dimensi-dimensi yang menyumbang kepada ekuiti jenama korporat universiti awam di Malaysia. Kajian ini juga merupakan sebahagian daripada usaha untuk memahami ekuiti jenama korporat Universiti Sains Malaysia, dan memberikan pemahaman mengenai penggunaan metrik dalam menilai jenama universiti, dan menjadi titik permulaan dalam membangunkan metrik ekuiti jenama korporat untuk institusi pengajian tinggi. Pengumpulan data dilakukan menggunakan kaedah tinjauan dengan mengagihkan soal selidik kepada 400 pelajar daripada lapan universiti awam tempatan. Penemuan kajian ini menunjukkan bahawa dimensi kesedaran, kualiti perkhidmatan, kepercayaan dan kerelevanan mempunyai hubungan positif dengan ekuiti jenama korporat USM. Penemuan ini boleh membimbing penyelidik masa depan dalam memahami dimensi yang menyumbang kepada ekuiti jenama korporat universiti awam.

Item Type:	Conference or Workshop Item (Slide Presentation)
Additional Information:	8220/66705
Uncontrolled Keywords:	Branding; Corporate Brand Equity; University; Universiti Sains Malaysia; Higher Education Institution, Penjenamaan; Ekuiti jenama korporat; Universiti; Universiti Sains Malaysia; Institusi Pengajian Tinggi.
Subjects:	H Social Sciences > H Social Sciences (General) > H61.8 Communication of information
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Islamic Revealed Knowledge and Human Sciences Kulliyyah of Islamic Revealed Knowledge and Human Sciences > Department of Communication
Depositing User:	Dr Kamaruzzaman Abdul Manan
Date Deposited:	31 Oct 2018 15:19
Last Modified:	31 Oct 2018 15:19
URI:	http://irep.iium.edu.my/id/eprint/66705

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