Factors contributing to emotional brand attachment: The case of Malaysia public higher educational institutions

• Main Authors: Ramli, Mona Fairuz, Othman, Abdul Rahim, Md. Salleh, Salniza
• Format: Conference or Workshop Item
• Language: English
• Published: 2015
• Subjects: LB2300 Higher Education
• Online Access: http://repo.uum.edu.my/16279/1/8.pdf; http://repo.uum.edu.my/16279/; http://www.aamc2015.usm.my/
• Institution: Universiti Utara Malaysia

This exploratory study examined the relationship between university image, acculturation, and emotional brand attachment, particularly in the context of a public higher education (PubHEI) in Malaysia.Data were collected from 101 international students at one of the public universities in Malaysia us...