Measuring Future Sponsors’ Perceived Value on Trust School Program

Abstract

This study aimed to measure the potential sponsors' perceived value on Trust School Program in Malaysia. The program utilized a private-public partnership concept. In getting more companies to sponsor the program, exploring their views on the benefits and costs of the sponsorship are vital. Following the established literature, the perceived value was operationalized as a multi-dimensional construct that comprised perceived quality, perceived price, perceived emotional, and perceived social value. A survey was carried out involving selected companies in Malaysia, and the PERVAL scale items were adapted to measure the four dimensions of perceived value. The findings of the descriptive analysis showed that perceived social value recorded the highest mean score and, this was followed by perceived quality. Nonetheless, overall, the average score of perceived value construct and its dimensions are considered at a moderate level. The managerial implications of the findings are highlighted.