Development and Validation Process of an Innovative Instrument to Assess Perception of Research University Image
Journal: Global Journal of Business and Social Sciences Review (GJBSSR) (Vol.3, No. 3)Publication Date: 2015-09-30
Authors : Noordini Abdullah; Nooraini Mohamad Sheriff;
Page : 47-53
Keywords : Brand Image; Research University; New Instrument; Convergent Validity; Discriminant Validity.;
Abstract
Objective – This paper reports the development of an innovative scale to measure the perceived brand image of Research University among postgraduate students. Methodology/Technique – Based on an exploratory qualitative inquiry and quantitative assessment, a seven factor scale of Research university brand image was developed. A multistep approach was used to develop and validate a multidimensional brand image scale. Findings – The multistep approach demonstrated that the new brand image scale is reliable and valid. Novelty – Basing on the results from two national samples it can be concluded that perceived brand image actually represent five components of brand image associated with satisfaction in terms of construct, convergent, discriminate validity. Type of Paper: Empirical
Other Latest Articles
- A Review of Empirical Studies on User Acceptance of Driver Assistance Systems
- Marketing Organ Donation in Universities: A Literature Review
- Why the Ancient Musical Essence is Still Retained in Dusun Tindal’s Instrumental Music within its Modern Community?
- Critical Analysis on the Children and Young Person Employment Act 1966 and the Education Act 1996 in Relation to Causes and Effect of Child Labour in Malaysia
- Contribution of SMEs to Economic Development of ASEAN Countries: The Three Focus Areas
Last modified: 2017-07-28 17:14:27