Assessing corporate brand equity of public universities

• Main Authors: Shuhaida Md Noor, Kamaruzzaman Abdul Manan, Haja Mydin Abdul Kuthoos
• Format: Article
• Language: English
• Published: Penerbit Universiti Kebangsaan Malaysia 2019
• Online Access: http://journalarticle.ukm.my/13494/1/35203-110368-1-PB.pdf; http://journalarticle.ukm.my/13494/; http://ejournal.ukm.my/mjc/issue/view/1210
• Institution: Universiti Kebangsaan Malaysia

Brand equity studies focus heavily on the brands of profit-based organisations. Similarly in Malaysia, while there have been a number of studies on leading brands owned by profit-based organisations (e.g. Petronas, Air Asia and Maxis), few studies have explored branding in relation to not-for-profit...