Role of Brand Awareness, Brand Image and Perceived Quality in Private Universities

Competition among private universities in Malaysia seems to be getting fierce and tough. The number of service providers increased, which provides more advantages to the students. Students have more bargaining power due to ample choices and options before deciding. This study measures three independ...

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Bibliographic Details
Published in:Global business and management research 2022-12, Vol.14 (4S), p.142-154
Main Authors: Shamsudin, Mohd Farid, Ishak, Mohd Fikri, Yazid, Mohd Faizun Mohamad, Hj. Ahmad, Arman
Format: Article
Language:English
Subjects:
Brand equity
Brand image
Colleges & universities
Decision making
Education
Education, Higher
Higher education
Malaysia
Market positioning
Marketing
Methods
Private schools
Reputations
Students
Universities and colleges
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Summary:Competition among private universities in Malaysia seems to be getting fierce and tough. The number of service providers increased, which provides more advantages to the students. Students have more bargaining power due to ample choices and options before deciding. This study measures three independent factors: brand awareness, brand image and perceived brand quality of higher education institutes toward student choices for enrolment. Three hypotheses were developed to measure a direct relationship between the variables toward student intentions to register. Data were collected among the new students from the private universities within Klang valley. 5 Likert scales were used to measure respondents' feedback. The results revealed that all three aspects positively influenced the intention to register. Such development will contribute to the world of academics in understanding the student's preferences and evaluating the education providers. The result could be used as a guideline for the marketing teams in preparing their marketing strategy.
ISSN:1947-5667
1947-5667