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Article
Publication date: 30 August 2019

Norazlyn Kamal Basha, Jillian C. Sweeney and Geoffrey Norman Soutar

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…

Abstract

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 educational programs are designed (COD) and the method by which the educational services are distributed internationally (DM).

Design/methodology/approach

Using a conjoint simulation procedure, this paper predicts the impact that university attributes have on Malaysian and Chinese students’ preferences for international universities.

Findings

The results suggest that, although COD and DM are important factors, the extent to which these factors dominate student preference differs significantly across students according to nationality.

Research limitations/implications

The simulation suggests how international universities can improve their branding strategies, and highlights the need to understand students’ preferences when developing marketing strategies.

Originality/value

Past research has compared the importance of university attributes across countries from the perspective of students, but failed to assess this issue in the light of existing university brands (at an institutional or country level). Such knowledge can provide an indication of student preferences and competitive performance, which are of great interest to education marketers. The present study predicts the impact of various university attributes on Malaysian and Chinese students’ preferences for specific international universities (brands) in four different countries, and changes in preference that occur when the style of delivery or course suitability is altered.

Details

International Journal of Educational Management, vol. 34 no. 2
Type: Research Article
ISSN: 0951-354X

Keywords

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Article
Publication date: 4 December 2019

Khairunnisak Latiff, Siew Imm Ng, Yuhanis Abdul Aziz and Norazlyn Kamal Basha

The purpose of this paper is to discover authenticity dimensions that draw tourists to Melaka and George Town World Heritage Site. It also examined the mediating effect of…

Abstract

Purpose

The purpose of this paper is to discover authenticity dimensions that draw tourists to Melaka and George Town World Heritage Site. It also examined the mediating effect of attachment and the moderating effect of cultural motivation.

Design/methodology/approach

A mixed-method design was used. Qualitative approach was conducted to discover authenticity dimensions followed by a quantitative approach to explore the dimensions’ ability in predicting attachment and intention to recommend.

Findings

Findings revealed that objective, existential and food authenticity were significant stimuli of recommend intention. The mediating effect of attachment on constructive authenticity-intention and existential authenticity-intention were also supported. Cultural motivation indeed moderated the relationship between objective authenticity-attachment, constructive authenticity-attachment and existential authenticity-attachment.

Originality/value

Knowing that authenticity can be perceived differently, therefore, a mixed-method study design offers more insight on discovering authenticity elements. Using a qualitative approach, the study began by exploring important authenticity dimensions from both supply and demand groups, and subsequently, these dimensions were verified using quantitative approach. As expected, food authenticity was found as a standalone dimension.

Details

British Food Journal, vol. 122 no. 6
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 31 July 2019

Eugene Cheng-Xi Aw, Norazlyn Kamal Basha, Siew Imm Ng and Murali Sambasivan

The purpose of this paper is to empirically test the antecedents and outcome of perceived value and trust toward on-demand ridesharing services (ODRS). The antecedents are…

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Abstract

Purpose

The purpose of this paper is to empirically test the antecedents and outcome of perceived value and trust toward on-demand ridesharing services (ODRS). The antecedents are perceived innovativeness, perceived personalization, perceived usefulness of rating system and service personal values. The outcome is the continuance intention toward ODRS. This study also aims to uncover the mediating role of trust and the moderating role of technology readiness.

Design/methodology/approach

The ODRS considered in this research are Grab and Uber in the context of Malaysia. A questionnaire was constructed, and responses were obtained from 280 Malaysian consumers who have experienced ODRS. The authors tested the framework using partial least square structural equation modeling technique.

Findings

The result indicates several significant relationships: perceived personalization, perceived usefulness of rating system and service personal values significantly influence perceived value and trust; trust mediates the relationships between perceived personalization, perceived usefulness of rating system, service personal values and perceived value; perceived value significantly influences continuance intention; and technology readiness moderates the relationship between perceived personalization and perceived value.

Originality/value

The current study adds significantly to the body of knowledge about ODRS by examining the direct determinants of trust and perceived value, and exhibiting how trust mediates the mechanism. This study also illustrates the interplay of moderator (technology readiness) and perceived value.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 31 no. 5
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 3 January 2020

Siew Imm Ng, Fang Zhao, Xin-Jean Lim, Norazlyn Kamal Basha and Murali Sambasivan

The well-being of the elderly is a growing issue of concern for countries around the world. One way to enhance the elderly well-being is to provide housing options…

Abstract

Purpose

The well-being of the elderly is a growing issue of concern for countries around the world. One way to enhance the elderly well-being is to provide housing options suitable to their needs and lifestyle. Retirement village is an accommodation concept foreign to the Malaysian population. Therefore, the purpose of this paper is to bridge this literature gap by analyzing factors that may inhibit or motivate the buying intention of a retirement village unit among the elderly in Malaysia.

Design/methodology/approach

Data were collected from 261 Malaysian elderly and analyzed using structural equation modeling PLS.

Findings

The results indicated that attitude, subjective norm, perceived behavioral control and social sustainability were significant predictors that explained elderly buying intention of retirement village.

Originality/value

The study also found a significant moderating role of religion in attitude–intention relationship. The paper concludes with the study’s implications, limitations and recommendations for future research.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 7
Type: Research Article
ISSN: 1355-5855

Keywords

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Article
Publication date: 14 March 2016

Norazlyn Kamal Basha, Jillian C. Sweeney and Geoffrey N. Soutar

The purpose of this paper is to determine factors that influenced international university preference, looking at country of origin (COO), that is the COO of the course…

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1417

Abstract

Purpose

The purpose of this paper is to determine factors that influenced international university preference, looking at country of origin (COO), that is the COO of the course and program modes (PMs). This study specifically focusses on differences in perceptions across students from Malaysia and China.

Design/methodology/approach

Conjoint analysis was used to examine the relative importances and part-worth scores of these attributes on international university preferences.

Findings

PM and country of design (COD) had a major influence on Malaysian and Chinese students’ preferences for international universities. Online distance learning was the least preferred option, while offshore campuses were more acceptable to Malaysian students compared to Chinese students. Malaysian students preferred to study in the UK, while Chinese students favored Australia. Malaysian students were also found to be more cost sensitive compared to Chinese students, while the latter were more motivated by job prospects offered by an institution.

Research limitations/implications

Limitations include the specific sample, pre-university students only from developed countries (Malaysia and China), which limits the generalizability to students from other countries.

Practical implications

This study offers insights in the effect of COD and PM on students’ preferences for international universities, as well as other previously studied university-level attributes in a higher education setting. With a better understanding of factors affecting these preferences, higher educational institutions are better placed to implement a suitable marketing strategy to attract more international students.

Originality/value

This study examines the impact COD, Delivery Mode (DM) and other university level attributes have on Malaysian and Chinese pre-university students ' preferences for international universities. COD and DM were found to be extremely important factors that dominated the students ' preferences. The study highlights the need to focus on different university attributes in different markets and to consider COD and DM issues in order to gain a larger market share of international students.

Details

International Journal of Educational Management, vol. 30 no. 2
Type: Research Article
ISSN: 0951-354X

Keywords

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Article
Publication date: 1 October 2020

Kim-Shyan Fam, Shuo She and Djavlonbek Kadirov

Abstract

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 7
Type: Research Article
ISSN: 1355-5855

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