Brand Reputation Management And Brand Experience Towards Reputation of Malaysian Polytechnics

Nur Azreen Azriana Azham,Tg Aroal Hawa Delaila Tg Ahmad

doi:10.24191/ji.v15i1.272

Abstract

In higher education, reputation management is essential to ensure the higher education institutionscontinue relevant and significant in the eye of the shareholders worldwide. There are many efforts toincrease reputation by improving the ranking in the world level. Currently, the brand reputation (BR) ofhigher institution cannot be proud of yet as BR management is critical in growing a business or service.The research aim to identify the relationship between brand culture (BC), brand expression (BE) andbrand experience (BEX) regarding polytechnic BR among polytechnic students of the northern region inMalaysia. In addition, this research also aims to identify which of the variables has the strongestrelationship with BR among polytechnic students. The study employs a quantitative method. 378questionnaires were distributed to polytechnic students of the northern region. The study resulted a significant relationship between BC, BE and BEX in the BR of polytechnic’s students. Based on these results, it is found that BC has the strongest relationship with BR among polytechnic’s students of the northern region in Malaysia. The findings from this research can be used by next researchers, practitioners, government, university authority as well as academician, as guidance for them to manage well their BR.

Highlights

For over a decade most organizations have been able to increase their investment in brand development (Farjam & Hongyi, 2015; Mourad, Ennew & Kortam, 2011; Varela, Vazquez & Iglesias 2010; De Chernatony & Mc Donald, 1992)
The samples were selected from northern region polytechnics namely Polteknik Tuanku Syed Sirajuddin (PTSS), Politeknik Sultan Abdul Halim Muad’zam Shah (POLIMAS), Politeknik Tuanku Sultanah Bahiyah (PTSB), Politeknik Seberang Perai (PSP) and Politeknik Balik Pulau (PBU)
In the context of existing customers/students of the higher education institutions, the findings indicate that brand culture has a bigger influence on brand reputation than the brand expression and brand experience

Summary

Introduction

For over a decade most organizations have been able to increase their investment in brand development (Farjam & Hongyi, 2015; Mourad, Ennew & Kortam, 2011; Varela, Vazquez & Iglesias 2010; De Chernatony & Mc Donald, 1992). According to the current Education Minister, Dr Maszlee Malik stated that Polytechnic is a leader in Malaysian Technical and Vocational Education (TVET) In his 2019 education mandate, he does express that Polytechnics and Community Colleges will not be overlooked especially in improving the quality and delivery of TVET programs to improve the marketability of graduates that in lines with Polytechnics and Community Colleges goals which is promoting Polytechnic as a leading institution of education and vocational training at the diploma level. He said the Polytechnic alumni are encouraged to contribute in the form of knowledge sharing, industry training opportunities, entrepreneurship career opportunities, financial aid or financial support to students and contribute their expertise in the areas of their profession in building a BR in Polytechnics

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Conclusion