Revisiting the ‘university image model’ for higher education institutions’ sustainability


Manzoor, Shamima Raihan and Ho, Jessica Sze Yin and Al Mahmud, Abdullah (2020) Revisiting the ‘university image model’ for higher education institutions’ sustainability. Journal of Marketing for Higher Education. pp. 1-20. ISSN 0884-1241

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Global student mobility has reached far beyond Europe, NorthAmerica, and Australia. Malaysia, Singapore, and South Korea havebecome the‘emerging contenders’focusing on attractinginternational students, primarily from other Asian countries. Thisheightened competition among higher education institutions(HEIs) challenges their sustainability. This study, therefore, aims toinvestigate Alcaide-Pulido, Alves, and Gutiérrez-Villar’s universityimage model and its influence on students’citizenship behaviourin the context of HEIs’achieving sustainability. Data werecollected from 223 international students at two reputableMalaysian universities. The results, showing that‘image’is a‘higher-order construct’, extend the university image model andreveal a reformation of the‘image’variables. Thefindings furtherreveal that the extended and reformed model is capable ofbuilding satisfaction among students, which, in turn, contributesto enhancing students’citizenship behavioural outcomes(advocacy, feedback, helping behaviour, and tolerance). This canindirectly support HEIs’sustainability.

Item Type: Article
Uncontrolled Keywords: Marketing of higher education, university image, sustainable HEIs, international student mobility, citizenship behaviour
Subjects: L Education > LB Theory and practice of education > LB2300 Higher Education
Divisions: Faculty of Management (FOM)
Depositing User: Ms Rosnani Abd Wahab
Date Deposited: 23 Dec 2020 05:31
Last Modified: 23 Dec 2020 05:31


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