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…

Purpose: Social media engagement is widely used by the higher education institutions (HEIs) to improve brand performance through brand image and brand loyalty. This study focusses on the effect of social media engagement on relationship quality and brand performance in the higher education marketing (HEM) context. Social media engagement…

Purpose: The purpose of this study is to examine the effect of succession planning practice (SPP) on employee engagement (EE) and employee performance (EP) in Malaysian private universities (MPU). Design/methodology/approach: This paper used a survey research design, and the study unit of the analysis consists of the academic staff of MPU. In the…

Students' failure is one of the most debatable topics in tertiary education in Malaysia. Failure in certain courses might delay students' progress to graduate-on-time (GOT). This will result in increased cost, time and resources to both the university and student. From an academic perspective, a higher rate of failure will give a negative…

Purpose: This paper aims to examine the influence of individual and organizational variables on the career advancement of academics in Malaysian private universities. Design/methodology/approach: A correlation study was conducted in six private universities. Data were collected using a structured self-administered questionnaire. The dependent…

Action Research (AR) is recognised as an effective way for language teachers to extend teaching skills and gain more understanding of teaching, learning and the classroom environment (Burns, 2010). It can also be a useful but challenging experience for trainee language teachers. This paper reports on the experiences of Malaysian trainee primary…

Numerous studies have shown that thinking aloud while reading can be an effective instructional technique in helping students improve their reading comprehension. However, most of the studies that examined the effects of think-aloud involve subjects reading individually and carried out in isolation away from the classroom context. Recently,…