This paper aims to identify career development theories that explain the intention to choose college majors in arts and design, to integrate the identified theories and to…
This paper aims to identify career development theories that explain the intention to choose college majors in arts and design, to integrate the identified theories and to examine the relationships between determinants of the integrated model. In addition, this study attempts to identify the characteristics of the prospective arts and design students.
The literature review resulted in a multitheoretical framework named as PERISCOPE (Personality of Holland's RIASEC in Social Cognitive and Planned Behavior Theories) to reflect the theories it consisted of. This study collected data from Year 12 students in Surabaya (n = 163) and used PLS-SEM technique to assess the measurement model and the structural model of such framework.
The results revealed that the integrated model explains 57.8 percent of the variance of the intention to pursue arts and design majors. This paper hence improves the predictive ability of an earlier model by adding a further theory. In addition, this study identified characteristics of the prospective students and concluded that students with artistic personality will have better self-efficacy, which sequentially have perception that pursuing arts and design majors will not be challenging, thus increases their intention to pursue such majors.
This study demonstrated that PERISCOPE framework is better in terms of predictive power in understanding the college major choice in arts and design. As a result, this study adds to the current body of knowledge in the field of college major choice, which was found to be lacking.
This paper aims to propose a conceptual framework to bridge the gap between the dimensions of brand equity (brand awareness, brand association and perceived quality) and…
This paper aims to propose a conceptual framework to bridge the gap between the dimensions of brand equity (brand awareness, brand association and perceived quality) and the purchase intention of transnational higher education.
The paper revisits and critically reviews the concepts of marketing in higher education, brand equity, and self-congruity as well as related past studies.
Several past empirical studies concluded that the dimensions of brand equity have been unable to significantly influence purchase intention. The review and synthesis of the literature have supported the feasibility of self-congruity to mediate the relationship, thus closing the gap. This study has been able to extend the self-congruity concept into external and internal self-congruity to fit the context of this study which is transnational higher education choice.
Focusing on a developing market of Indonesia, it is anticipated that the proposed model will assist the future research in branding of transnational higher education. It was hypothesized that educational brands that are congruent with prospective students' self-image both externally (from the perception by the reference group) and internally (from the perception by themselves) will be more likely to yield positive purchase intention. As a result, this study adds to the current body of knowledge in the field of transnational higher education choice which was found to be lacking.