Exploring international brand alliances between local and foreign higher education institutions: An empirical study of sub-degree students

Exploring international brand alliances between local and foreign higher education institutions: An empirical study of sub-degree students

• Chan, Oy Lar Kiki College of Professional and Continuing Education, The Hong Kong Polytechnic University
• Lau, Yui Yip College of Professional and Continuing Education, The Hong Kong Polytechnic University
• Chan, Victor C. W. College of Professional and Continuing Education, The Hong Kong Polytechnic University

International Journal of Educational Management, 37(1), 186-206, 2023

Emerald

2023

• Q Philosophy of Education, Educational System & School At Different Levels
  • QE Post-Secondary Education
• N Students & Student Services
  • NC Charactieristics & Conditions of Students; Opinion & Attitudes of Students, Problems of Adjustment

Brand Alliance Brand Attitude Perceived Brand Fit Study Intention

• Hong Kong

• 1997.7 onwards

• Post-Secondary Education

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. Copyright © 2023 Emerald.

• English

Journal Articles

• 0951354X

• 10.1108/IJEM-06-2022-0221

https://bibliography.lib.eduhk.hk/bibs/189d4d0e

2024-04-09