The Research Management Center congratulates Asst. Prof. Dr. Tan Poh Ling from XMUM Department of Advertising for her recent publication in Journal of Marketing for Higher Education, a SSCI Q2 journal with an impact factor of 3.156, as the corresponding author.

Entitled “Corporate Social Responsibility and Brand Loyalty in Private Higher Education: Mediation Assessment of Brand Reputation and Trust”, it is a collaborative research with  Taylor’s University and Edith Cowan University.

This study investigates the effects of corporate social responsibility (CSR) on brand reputation, brand trust and brand loyalty in the context of higher education. The results confirm the positive direct effect of CSR on brand reputation and brand loyalty, as well as the indirect effects of CSR on brand loyalty through brand reputation and brand trust. This study makes a unique theoretical contribution to the literature through assessing and comparing the mediating role of brand reputation and brand trust between CSR and brand loyalty using the Hierarchy of Effects Model. The study findings can benefit university administrators and higher education policy makers, particularly those working in private universities to better implement CSR activities to increase their brand loyalty which can help them succeed in attracting more students in a highly competitive education market.

https://doi.org/10.1080/08841241.2021.1973645