International Brand Alliances and Co-Branding: Antecedents of Cognitive Dissonance and Student Satisfaction with Co-Branded Higher Education Programs

Autor/inn/en	Wilkins, Stephen; Butt, Muhammad Mohsin; Heffernan, Troy
Titel	International Brand Alliances and Co-Branding: Antecedents of Cognitive Dissonance and Student Satisfaction with Co-Branded Higher Education Programs
Quelle	In: Journal of Marketing for Higher Education, 28 (2018) 1, S.32-50 (19 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0884-1241
DOI	10.1080/08841241.2017.1393785
Schlagwörter	Foreign Countries; International Cooperation; Marketing; Student Satisfaction; Cognitive Processes; Credibility; Educational Cooperation; Student Surveys; Likert Scales; Student School Relationship; Business Administration Education; Factor Analysis; Statistical Analysis; Hong Kong; Sri Lanka + Suchen Sie Ihr Suchwort? Ausland; Internationale Kooperation; Internationale Zusammenarbeit; Cognitive process; Kognitiver Prozess; Glaubwürdigkeit; Education; cooperation; Kooperation; Schülerbefragung; Likert-Skala; Schüler-Lehrer-Beziehung; Faktorenanalyse; Statistische Analyse; Hongkong; Ceylon
Abstract	The study investigates how in international partnerships the brand credibility of each partner, student-institution identification with each partner, and perceived service quality relate to student satisfaction. A structured survey questionnaire was completed by 528 students taking a co-branded higher education program in Hong Kong or Sri Lanka. The results indicate that the brand credibility of a foreign institution is a stronger influencer on student identification with the foreign institution as compared to the relationship between credibility and identification with the local partner. The negative relationship between organizational identification and cognitive dissonance for each institution in the partnership is also stronger for the foreign institution. As the popularity of international partnerships and co-branded higher education programs continues to grow, the importance and dominance of foreign brand credibility and student identification with foreign institutions is recognized. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2020/1/01