University Branding
Analysis
A sample of 160 respondents was selected to check whether the constructs being developed play any role in image development or not. For this purpose the respondents from Iran, Pakistan, Malaysia, Nigeria, Yaman, Somalia, Turkey etc. were interviewed.
Forty seven percent female students and 53 percent male students were participated in the interview session. Interviews were conducted using Delphi Technique. Total 144 students participated in the interview session. Out of total 144 participants,
128 interviewees provided complete information. This showed that about 80% of the enquiries were got a complete response which is quite a success. The internal consistency was determined by Cronbach's alpha coefficient. The overall reliability value
for the variables was found to be 0.889 which shows that the variables tested in the study were internally consistent. The interview questions consist of five parts. 1st part was asked to find out the role of awareness in image development of the
university. The 2nd part was asked to find out the whether the 'acceptance' has some role in image development. Whereas, 3rd and 4th part of the interview questions were asked to check the importance of incentives and university prestige for image.
The 5th and final part was used to find out that what percentage of respondents will give importance to university quality as a construct of image of the university. In order to consider the influence of university image on our intent to determine
a top rank, generally ranking is used. The same idea has been adopted in our study and we ranked different attributes using Kendall's W Ranks.
| Gender | Percent | Cumulative Percent |
|---|---|---|
| Female | 46.9 | 46.9 |
| Male | 53.1 | 100.0 |
| Total | 100.0 |
| Age | Percent | Cumulative Percent |
|---|---|---|
| < 20 years | 2.3 | 2.3 |
| 20 - 25 years | 57.8 | 60.2 |
| 26 - 30 years | 22.7 |
82.8 |
| 30 > | 17.2 | 100.0 |
| Total | 100.0 |
| Nationality | Percent | Cumulative Percent |
|---|---|---|
| Malaysian (Malays+Chinese+Indians) | 67.2 | 67.2 |
| Iranian + Iraqis | 11.7 | 78.9 |
| Yamanis + Somalians + Nigerians | 9.4 | 88.3 |
| Pakistanis + Turkish | 8.6 | 96.9 |
| Others | 3.1 | 100.0 |
| Total | 100.0 |
| Acceptance | |
|---|---|
| Lowest Value |
3.3203 |
| Highest Value | 4.0313 |
| P-Value | .000 |
| Kendall's W | 0.072 |
| Incentive |
|
| Lowest Value | 3.6406 |
| Highest Value | 3.8047 |
| P-Value | 0.033 |
| Kendall's W | 0.036 |
| Prestige |
|
| Lowest Value | 3.3672 |
| Highest Value | 4.1016 |
| P-Value | 0.000 |
| Kendall's W | .348 |
| Quality | |
| Lowest Value | 3.4844 |
| Highest Value |
4.2031 |
| P-Value | 0.000 |
| Kendall's W | 0.085 |
To test the variables following hypothesis has been formulated;
Ho1: There is no consistency of ranking of acceptance items by the respondents.
To test hypothesis Ho1, we refer to p-value. The p-value is 0.000 and is less than 0.05; we can reject the null hypothesis.
Decision: reject Ho
Therefore, there is consistency of ranking of acceptance items by the respondents
Ho2: There is no consistency of ranking of Incentives items by the respondents.
The p-value is 0.033 is less than 0.05, we can reject the null hypothesis.
Decision: reject Ho
Therefore there is consistency of ranking of incentives items by the respondents
Ho3: There is no consistency of ranking of Prestige items by the respondents.
The p-value is 0.000 is less than 0.05, we can reject the null hypothesis.
Decision: reject Ho
Therefore there is consistency of ranking of prestige items by the respondents
Ho4: There is no consistency of ranking of quality items by the respondents.
The p-value is 0.000 is less than 0.05, we can reject the null hypothesis.
Decision: reject Ho
Therefore there is consistency of ranking of quality items by the respondents