Books and journals Case studies Expert Briefings Open Access
Advanced search

Search results

1 – 2 of 2
To view the access options for this content please click here
Article
Publication date: 7 September 2019

Web-based marketing communication to develop brand image and brand equity of higher educational institutions: A structural equation modelling approach

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…

HTML
PDF (868 KB)

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
DOI: https://doi.org/10.1108/GKMC-10-2018-0088
ISSN: 2514-9342

Keywords

  • Marketing strategy
  • Communication
  • Brand image
  • Education
  • Brand equity
  • World Wide Web
  • Web-based marketing

To view the access options for this content please click here
Article
Publication date: 3 March 2020

Analyzing the living and learning experience of foreign students at Jinan University

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…

HTML
PDF (1.3 MB)

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
DOI: https://doi.org/10.1108/JARHE-06-2019-0145
ISSN: 2050-7003

Keywords

  • JNU
  • Living & learning experiences
  • Student's satisfaction
  • International student barometer

Access
Only content I have access to
Only Open Access
Year
  • Last 12 months (1)
  • All dates (2)
Content type
  • Article (2)
1 – 2 of 2
Emerald Publishing
  • Opens in new window
  • Opens in new window
  • Opens in new window
  • Opens in new window
© 2021 Emerald Publishing Limited

Services

  • Authors Opens in new window
  • Editors Opens in new window
  • Librarians Opens in new window
  • Researchers Opens in new window
  • Reviewers Opens in new window

About

  • About Emerald Opens in new window
  • Working for Emerald Opens in new window
  • Contact us Opens in new window
  • Publication sitemap

Policies and information

  • Privacy notice
  • Site policies
  • Modern Slavery Act Opens in new window
  • Chair of Trustees governance statement Opens in new window
  • COVID-19 policy Opens in new window
Manage cookies

We’re listening — tell us what you think

  • Something didn’t work…

    Report bugs here

  • All feedback is valuable

    Please share your general feedback

  • Member of Emerald Engage?

    You can join in the discussion by joining the community or logging in here.
    You can also find out more about Emerald Engage.

Join us on our journey

  • Platform update page

    Visit emeraldpublishing.com/platformupdate to discover the latest news and updates

  • Questions & More Information

    Answers to the most commonly asked questions here