Assoc. Prof. Dr. Norzaidi M.D. [[e-mail]]determining brand image dimensions of malaysian research universities: A qualitative approach

• Published in: Journal of Applied Sciences Research
• Main Author: Abdullah N.; Sherrif N.M.; Daud N.M.
• Format: Article
• Language: English
• Published: 2012
• Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-84865573818&partnerID=40&md5=1a3d36ca44401d0f8c55c72fa33784f0

This paper examines the determinants of brand image of research universities among postgraduate students. Experts in research universities in Malaysia were interviewed to establish their opinion regarding the dimensions of brand image for a research university deemed relevant to students. By using qualitative approach, this study suggested that supervisor quality, teaching quality, productivity or excellent outcome, program quality, research culture, learning and research support services/facilities, availability of research grant, information source on institutions were potential dimensions of research university brand image. This study is perhaps one of the first to investigate determinants of Malaysian research universities brand image. The results provide insights on how the Malaysia research universities could improve their brand images.