Exploring International Brand Alliances between Local and Foreign Higher Education Institutions: An Empirical Study of Sub-Degree Students

Autor/inn/en	Oy Lar Kiki, Chan; Lau, Yui-yip; Chan, Victor C. W.
Titel	Exploring International Brand Alliances between Local and Foreign Higher Education Institutions: An Empirical Study of Sub-Degree Students
Quelle	In: International Journal of Educational Management, 37 (2023) 1, S.186-206 (21 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Zusatzinformation	ORCID (Lau, Yui-yip)
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0951-354X
DOI	10.1108/IJEM-06-2022-0221
Schlagwörter	Reputation; Institutional Characteristics; Institutional Cooperation; Student Attitudes; Higher Education; Foreign Countries; Business Administration Education; Management Development; Educational Trends; International Education; College Choice; Two Year College Students; Universities; College Applicants; Intention; Open Universities; Institutional Evaluation; Educational Quality; Rating Scales; Partnerships in Education; Hong Kong; Australia; United Kingdom (England); Macau + Suchen Sie Ihr Suchwort? Institute; Co-operation; Cooperation; Institut; Kooperation; Schülerverhalten; Hochschulbildung; Hochschulsystem; Hochschulwesen; Ausland; Bildungsentwicklung; Internationale Erziehung; Studienortwahl; University; Universität; College applications; Studienbewerber; Offene Universität; Quality of education; Bildungsqualität; Rating-Skala; Hochschulpartnerschaft; Hongkong; Australien
Abstract	Purpose: This study empirically investigates the influence of students' brand attitudes and perceptions of brand fit on their study intention vis-à-vis international brand alliances and individual brands after alliance. Design/methodology/approach: Structural equation modelling (SEM) was used in data analysis, and a questionnaire was administered to a sample of sub-degree business management students recruited from a self-financing higher education institution in Hong Kong. Findings: The results indicate that students' prior attitudes towards the brands of foreign and local institutions and their perceptions of brand fit positively affect their study intention, providing evidence that post-attitudes towards individual brands fully mediate the relationship between attitudes towards international brand alliances and study intention towards individual institutions. Originality/value: International brand alliances between higher education institutions are becoming increasingly important. In Hong Kong, despite the emerging trend of collaboration between foreign and local universities, an evaluation of the effect of international brand alliances on study intention has been seriously overlooked. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01