This study investigates the effects of corporate social responsibility (CSR) on brand reputation, brand trust, and brand loyalty in the context of higher education. The direct effect of CSR on brand loyalty, and indirect effects through brand reputation and brand trust have been investigated. Data for this study were collected from 300 students…

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: This study investigates the antecedents of student loyalty towards universities. This study offers new insights into postgraduate loyalty in the context of the Malaysian higher education industry. Design/methodology/approach: Partial least squares structural equation modelling is used to analyse data obtained from a survey of 231…

It is critical to investigate the major factors that influence the perceived value and satisfaction of international students in Malaysia, as the country has seen a decrease in international students since 2017 and strives to become an international education hub. This research aims to: (1) ascertain the level of satisfaction experienced by…

Purpose: This paper aims to investigate the relationship between a sustainable university brand and the intention of international students to study at Universiti Sains Malaysia (USM), one of Malaysia's premier universities. Moreover, the study explored the moderating effect of opinion leaders on the intention of international students to study at…

Neoliberal ideologies, evidenced in locally developed and internationally published imported English Language Teaching (ELT) textbooks, are compared in the context of Malaysia, an outer circle country. Historically, locally developed ELT textbooks have been used to teach English but recently imported books have been prescribed following the…

The purpose of this research is to examine the relationship between factors leading to student loyalty in open and distance learning universities. Specifically, this research explores the relationship between perceived service quality, perceived e-service quality, and university image as mediators of student loyalty in Open University Malaysia…

Purpose: In recent times, many universities have been pressured to become heavily involved in university branding. The purpose of this paper is to investigate students' perceptions of different international universities (brands) in terms of important university attributes, including the country in which the university's main campus is located and…

The prime objective of this paper is to identify the factors that influence service quality of education mediating by institutional image in tertiary education perspective. To reach this aim, the Nordic model was applied as a theoretical base of the study. Program quality as a technical quality as well as industrial link and student satisfaction…

This research aimed to identify the influential factors contributing to the international students' choice of Malaysian Higher Education Institutions (HEIs), focusing on the expected benefits. Additionally, the study contributes to the development of the higher education sector in Malaysia by providing recommendations to the HEIs based on the…

Global student mobility has reached far beyond Europe, North America, and Australia. Malaysia, Singapore, and South Korea have become the 'emerging contenders' focusing on attracting international students, primarily from other Asian countries. This heightened competition among higher education institutions (HEIs) challenges their sustainability.…

South Asian economies has witnessed very slow growth over the years and the gap has widened manifold between other nations of Asia particularly East Asian nations and South Asian nations. This paper examines co-integration between the economic growth and reach of higher education in South Asian nations explaining this disparity. The research…

This paper examines the use of linguistic devices in a Chairman's Statement to foreground a positive self-image and background references to financial shortcomings in times of financial distress. Drawing on impression management theory and critical discourse analysis, we reveal the systematic use of language to portray an organization as a…

Many higher education institutions now have offshore campuses in foreign countries. To attract students in the host country, these international branch campuses typically rely on the parent institution and home country higher education system reputations. Institutions that operate international branch campuses typically claim that the student…

Purpose: The purpose of this study is to explore the private general practice (GP) clinics' service environment, patients' satisfaction and their impact on word of mouth (WoM) for others for future treatment in GP clinics. Design/methodology/approach: Data are collected from 367 respondents using a paper-based survey questionnaire. Partial least…