Sustainable Universities as Brand Marketing for Universities: A Case of Universiti Sains Malaysia

Q1 Arts and Humanities

Media Watch Pub Date : 2021-01-01 DOI:10.15655/mw_2021_v12i1_205463

M. Saleh, N. Kassim, N. Tukur, Sharifah Nadiah Syed Mukhiar, Rani Ann Balaraman

{"title":"Sustainable Universities as Brand Marketing for Universities: A Case of Universiti Sains Malaysia","authors":"M. Saleh, N. Kassim, N. Tukur, Sharifah Nadiah Syed Mukhiar, Rani Ann Balaraman","doi":"10.15655/mw_2021_v12i1_205463","DOIUrl":null,"url":null,"abstract":"Numerous universities have promoted a sustainable university’s brand by offering sustainability curricula, conducting sustainability studies, enforcing sustainable policies, etc. As such, sustainable universities take advantage of the opportunity to market these activities to attract potential students. This research explores international students’ perception towards the sustainable brand of Universiti Sains Malaysia (USM) and choosing a sustainable university. The study further examines the influence of factors in choosing USM regarding being USM a sustainable university. A survey was conducted involving 391 international students, using a self-assessment questionnaire followed by collecting and analysing the data using PLS-SEM. The results discovered positive relationships between brand image and brand meaning of USM as a sustainable university regarding students’ intention in choosing USM. Aside from that, USM’s credibility, informativeness, entertainment, and irritation of information affected students’ intention to study at USM. In contrast, the study found that both the perception of USM as a sustainable university and the brand identity of USM as a sustainable university had an antagonistic relationship towards students’ intention to study at USM.","PeriodicalId":52105,"journal":{"name":"Media Watch","volume":"12 1","pages":"127 - 148"},"PeriodicalIF":0.0000,"publicationDate":"2021-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"2","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Media Watch","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.15655/mw_2021_v12i1_205463","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"Arts and Humanities","Score":null,"Total":0}

引用次数: 2

Abstract

Numerous universities have promoted a sustainable university’s brand by offering sustainability curricula, conducting sustainability studies, enforcing sustainable policies, etc. As such, sustainable universities take advantage of the opportunity to market these activities to attract potential students. This research explores international students’ perception towards the sustainable brand of Universiti Sains Malaysia (USM) and choosing a sustainable university. The study further examines the influence of factors in choosing USM regarding being USM a sustainable university. A survey was conducted involving 391 international students, using a self-assessment questionnaire followed by collecting and analysing the data using PLS-SEM. The results discovered positive relationships between brand image and brand meaning of USM as a sustainable university regarding students’ intention in choosing USM. Aside from that, USM’s credibility, informativeness, entertainment, and irritation of information affected students’ intention to study at USM. In contrast, the study found that both the perception of USM as a sustainable university and the brand identity of USM as a sustainable university had an antagonistic relationship towards students’ intention to study at USM.

查看原文本刊更多论文

可持续大学作为大学的品牌营销:以马来西亚理科大学为例

许多大学通过提供可持续发展课程、开展可持续发展研究、执行可持续发展政策等方式，推广了可持续发展大学的品牌。因此，可持续发展大学利用营销这些活动的机会来吸引潜在学生。本研究探讨了国际学生对马来西亚塞恩斯大学可持续品牌的认知以及选择可持续大学的问题。本研究进一步考察了选择USM作为可持续大学的因素的影响。对391名国际学生进行了一项调查，使用自我评估问卷，然后使用PLS-SEM收集和分析数据。研究结果发现，在学生选择美国商学院的意愿方面，美国商学院作为一所可持续发展的大学，其品牌形象与品牌意义之间存在正相关关系。除此之外，USM的可信度、信息性、娱乐性和对信息的刺激性影响了学生在USM学习的意愿。相反，研究发现，无论是对美商学院作为一所可持续大学的认知，还是对美商大学作为一所持续大学的品牌认同，都与学生在美商学院学习的意愿存在对立关系。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Media Watch Arts and Humanities-Literature and Literary Theory

自引率

0.00%

发文量

期刊介绍： Journal of Media Watch is a double blind peer-reviewed tri-annual journal published from India. It is the only journal in the discipline from Asia and India listed in many leading indexing platforms. The journal keeps high quality peer evaluation and academic standards in all levels of its publication. Journal of Media Watch reflects empirical and fundamental research, theoretical articulations, alternative critical thinking, diverse knowledge spectrum, cognizant technologies, scientific postulates, alternative social synergies, exploratory documentations, visual enquiries, narrative argumentations, innovative interventions, and minority inclusiveness in its content and selection. The journal aims at publishing and documenting research publication in the field of communication and media studies that covers a wide range of topics and sub-fields like print media, television, radio, film, public relations, advertising, journalism and social media and the cultural impact and activation of these media in the society. It aims at providing a platform for the scholars to present their research to an international academic community with wide access and reach. Published topics in Media Watch enjoy very high impact and major citation. The journal is supported by strong international editorial advisory support from leading academicians in the world.