Exploring international brand alliances between local and foreign higher education institutions: an empirical study of sub-degree students

PurposeThis study empirically investigates the influence of students' brand attitudes and perceptions of brand fit on their study intention vis-à-vis international brand alliances and individual brands after alliance.Design/methodology/approachStructural equation modelling (SEM) was used in dat...

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Bibliographic Details
Published in:International journal of educational management 2023-01, Vol.37 (1), p.186-206
Main Authors: Oy Lar Kiki, Chan, Lau, Yui-yip, Chan, Victor C.W.
Format: Article
Language:English
Subjects:
Alliances
Associative Learning
Attitudes
Brand image
Business Administration Education
Collaboration
College Applicants
College Choice
Colleges & universities
Educational Quality
Educational Trends
Foreign Countries
Higher Education
Institutional Characteristics
Institutional Cooperation
Institutional Evaluation
Intention
International Education
Learning
Learning Theories
Management Development
Open Universities
Partnerships in Education
Rating Scales
Reputation
Student Attitudes
Teaching Methods
Two Year College Students
Universities
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Summary:PurposeThis study empirically investigates the influence of students' brand attitudes and perceptions of brand fit on their study intention vis-à-vis international brand alliances and individual brands after alliance.Design/methodology/approachStructural equation modelling (SEM) was used in data analysis, and a questionnaire was administered to a sample of sub-degree business management students recruited from a self-financing higher education institution in Hong Kong.FindingsThe results indicate that students' prior attitudes towards the brands of foreign and local institutions and their perceptions of brand fit positively affect their study intention, providing evidence that post-attitudes towards individual brands fully mediate the relationship between attitudes towards international brand alliances and study intention towards individual institutions.Originality/valueInternational brand alliances between higher education institutions are becoming increasingly important. In Hong Kong, despite the emerging trend of collaboration between foreign and local universities, an evaluation of the effect of international brand alliances on study intention has been seriously overlooked.
ISSN:0951-354X
1758-6518
DOI:10.1108/IJEM-06-2022-0221