Mediating roles of emotion and experience in the stimulus-organism-response framework in higher education institutions     

Mei-Teh Goi  Vigneswari Kalidas  Norzita Yunus 《Journal of Marketing for HIGHER EDUCATION》2018,28(1):90-112

This study aims to examine the Stimulus-Organism-Response (SOR) model in the context of Higher Education Institutions (HEIs). Unlike previous studies, this study tested two organism variables, namely emotion and experience, as mediators in the relationship between seven dimensions of stimulus and response. Self-administered questionnaires were distributed to students in public and private HEIs. A total of 424 questionnaires were used in the data analysis. Using structural equation modeling, this study shows that emotion significantly mediated the relationship between three dimensions of stimulus (layout and facilities, fellow students, and employees) and response. This study also found that experience significantly mediated the relationship between two dimensions of stimulus (layout and facilities, and students’ fellows) and response. The findings suggest that emotion and experience play an important role as mediators in the relationship between stimulus and response.  相似文献   

Constructing a brand identity scale for higher education institutions     

Mei Teh Goi  Chai Lee Goi  David Wong 《Journal of Marketing for HIGHER EDUCATION》2014,24(1):59-74

Malaysia is a newly industrialized market economy and reliant upon foreign direct investment to increase its economic outlook. Being located in a strategic position between Asia, Australasia and Oceania has made it an attractive proposition for foreign higher education providers wanting to expand their international presence. Despite this, there are many market and regulatory challenges facing foreign providers operating as private higher education institutions (HEIs) within Malaysia. To gain a competitive edge they must clearly understand how the many cultures, values, norms, behaviors, and mindsets within Malaysia can be used to drive strategy. Unfortunately, very little is known about Malaysian perceptions of private HEIs compared to public HEIs. By drawing upon utility theory, the aim of this research is to construct a scale for measuring brand identity of HEIs in Malaysia. Data from a sample of 371 students from private and public HEIs in Malaysia were collected and analyzed using structural equation modeling to form a two-factor measurement model consisting of visual and verbal identity cues. Tests of differences were performed, which showed dimensions such as distribution channel, public relations, promotion, core service, price, and system having significant differences between private and public HEIs.  相似文献