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Open Access
Article
Publication date: 8 June 2021

Md. Abdul Momen, Seyama Sultana, Farhana Ferdousi and Shamsul Huq Bin Shahriar

It is evident that the local small and medium enterprises of Bangladesh suffered in the competition because of the strong presence of foreign brands in the market. The…

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Abstract

Purpose

It is evident that the local small and medium enterprises of Bangladesh suffered in the competition because of the strong presence of foreign brands in the market. The purpose of this study is to figure out the factors influencing consumers to purchase a foreign brand predominantly among young consumers.

Design/methodology/approach

It is a quantitative study considering 257 young demographics as respondents. They are drawn randomly. Confirmatory factor analysis, regression analysis and a path model of structural equation model using AMOS graphics software are used in this study to analyze the data.

Findings

This study finds two out of three identified variables are influencing the foreign product purchase for the young Bangladeshi consumers. Brand value and product features of the given foreign product are the most dominant factors behind this adoption. However, a significant relationship between product quality and brand choice is not evident in this study.

Research limitations/implications

It will give a clue to the small or medium startup of the country that normally target the young customer but face challenges to understand their mind and sometimes lagging because of the strong presence of the international brands.

Originality/value

A comprehensive review of the literature suggests that not so many studies took place that determines the respective factors behind the purchase of foreign brands particularly among young demographics of a lower middle income developing nation.

Details

Vilakshan - XIMB Journal of Management, vol. 19 no. 2
Type: Research Article
ISSN: 0973-1954

Keywords

Article
Publication date: 20 September 2019

Md. Abdul Momen, Seyama Sultana and A.K.M. Ahasanul Haque

Internet-based marketing communication has been an important element for organizations to build brand image and brand equity. Higher education is not an exception…

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Abstract

Purpose

Internet-based marketing communication has been an important element for organizations to build brand image and brand equity. Higher education is not an exception. However, configuring the right mix in the age of social networking sites and various online displays and constantly changing algorithm in search engine optimization have become major challenges today. Hence, the purpose of this study is to configure integrated online marketing communication for the development of brand image and brand equity for higher educational institutions.

Design/methodology/approach

The study is quantitative in nature. A responsive group of 370 students was chosen from different educational institutions in Malaysia via stratified random sampling techniques. Both exploratory and confirmatory factor analyses were used for interpreting the data. To test the derived hypotheses, structural equation modelling was used.

Findings

In line with contemporary literature, the study revealed positive relationships between brand image and brand equity, between search engine and brand image and between social media and brand image. The relationship between online display and brand image was not found significant.

Research limitations/implications

Future research can be done considering both online and conventional marketing communications for the same purpose. This approach can also be used for private and public institutions separately, considering their differences in nature.

Practical implications

Because history and tradition are no more a single tool to attain and retain the positive image and customer-based brand equity, this study can help higher educational institutions to configure integrated online communication for their target groups, such as students and industry, in the age of the internet.

Originality/value

This study generates a comprehensive understanding of the impact of Web-based marketing communication to develop brand image and brand equity of higher educational institutions.

Details

Global Knowledge, Memory and Communication, vol. 69 no. 3
Type: Research Article
ISSN: 2514-9342

Keywords

Article
Publication date: 3 March 2020

Shabir Mohsin Hashmi, Yongzhong Deng and Zainab Alhayki

The main objective of this research is to analyze the living and learning experience of foreign students at Jinan University (JNU). The study aims to elicit two basic…

Abstract

Purpose

The main objective of this research is to analyze the living and learning experience of foreign students at Jinan University (JNU). The study aims to elicit two basic purposes; first, to help JNU administrators to measure the level of satisfaction of students and response to their needs. Second, to assess the existing facilities in the context of quality of education, the syllabus, credit system, choices of available courses, foreign faculty, teaching resources, effective dissemination of knowledge, behavior of administration and teachers, quality of food versus price, dormitory conditions, library resources, and other necessary facilities for productive learning.

Design/methodology/approach

To recognize the issues of foreign students and obtain their responses, this research has relied on several techniques. We have created a questionnaire and applied a systematic sampling technique. The questionnaire has been divided into several categories and sub-categories.

Findings

Findings of this study have confirmed that majority of the foreign students at JNU are satisfied with the learning and living conditions.

Research limitations/implications

Though our study is subject to limitations, yet it provides some valuable insights. Due to lack of resources and time, we have limited our sample size to 27. However despite having few respondents, the overall feedback represents the entire population. Additionally, this study is mainly focused on foreign student’s living and learning experiences satisfaction. Hence, no dependent and independent variable relationship is being determined or argued.

Practical implications

However, as indicated by the respondents, JNU needs to improve its learning facilities, as well as induction of additional foreign faculty, availability of English text books, security of student dormitories, expansion of sports facilities, renovation of university roads, and installation of new equipment in the laborites. Such conclusion provides the administration and other stakeholders with valuable indicators of how well the JNU is meeting with the expectations of international students and how resources might best be directed to improve further services.

Originality/value

Our approach is unique and inventive, as so far there has been very little research that has been carried out on this topic on Chinese Universities. This study serves as a benchmark in measuring the living and learning experience of foreign students at JNU. The results of the research would be useful for planning and improving the quality of services and help the administration in formulating better policies for international students.

Details

Journal of Applied Research in Higher Education, vol. 13 no. 1
Type: Research Article
ISSN: 2050-7003

Keywords

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