Brand reputation management and brand experience towards reputation of Malaysian polytechnics / Nur Azreen Azriana Azham and Tg. Aroal Hawa Delaila Tg Ahmad

In higher education, reputation management is essential to ensure the higher education institutions continue relevant and significant in the eye of the shareholders worldwide. There are many efforts to increase reputation by improving the ranking in the world level. Currently, the brand reputation (...

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Bibliographic Details
Main Authors: Azham, Nur Azreen Azriana (Author), Tg Ahmad, Tg. Aroal Hawa Delaila (Author)
Format: Article
Language:English
Published: Universiti Teknologi MARA, Perlis, 2020-02.
Subjects:
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LEADER 02037 am a22001813u 4500
001 42888
042 |a dc 
100 1 0 |a Azham, Nur Azreen Azriana  |e author 
700 1 0 |a Tg Ahmad, Tg. Aroal Hawa Delaila  |e author 
245 0 0 |a Brand reputation management and brand experience towards reputation of Malaysian polytechnics / Nur Azreen Azriana Azham and Tg. Aroal Hawa Delaila Tg Ahmad 
260 |b Universiti Teknologi MARA, Perlis,   |c 2020-02. 
856 |z Get fulltext  |u https://ir.uitm.edu.my/id/eprint/42888/1/42888.pdf 
856 |z View Fulltext in UiTM IR  |u https://ir.uitm.edu.my/id/eprint/42888/ 
520 |a In higher education, reputation management is essential to ensure the higher education institutions continue relevant and significant in the eye of the shareholders worldwide. There are many efforts to increase reputation by improving the ranking in the world level. Currently, the brand reputation (BR) of higher institution cannot be proud of yet as BR management is critical in growing a business or service. The research aim to identify the relationship between brand culture (BC), brand expression (BE) and brand experience (BEX) regarding polytechnic BR among polytechnic students of the northern region in Malaysia. In addition, this research also aims to identify which of the variables has the strongest relationship with BR among polytechnic students. The study employs a quantitative method. 378 questionnaires were distributed to polytechnic students of the northern region. The study resulted a significant relationship between BC, BE and BEX in the BR of polytechnic's students. Based on these results, it is found that BC has the strongest relationship with BR among polytechnic's students of the northern region in Malaysia. The findings from this research can be used by next researchers, practitioners, government, university authority as well as academician, as guidance for them to manage well their BR. 
546 |a en 
650 0 4 |a Branding (Marketing) 
650 0 4 |a Institutions of higher education 
655 7 |a Article