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Malaysia is striving to become an educational hub as reflected in
Malaysian Education Blueprint (2015-2025). However, due to the
sever competition, declining university going population and
decreasing support from the Government, universities look for
additional resources. Considering students and alumni the most
important stakeholders, this research looks into the phenomenon of
institutional identification which motivates students/alumni to
contribute back to their alma maters. Importantly, this study is more
interested in examining what causes/develops institutional
identification among students/alumni. Drawing on Social Identification
Theory (SIT), brand personality construct in the context of
International Islamic University Malaysia (IIUM) has been validated
using confirmatory factor analysis followed by testing its causal effect
on institutional identification through structural equation modelling
(SEM). Using questionnaire survey gathered from 237 students, results provide model fit both in first and second order CFA. Among the six
dimensions of IIUM’s brand personality model, competence was found
to be the most important dimension. The causal relationship between
brand personality of IIUM and institutional identification was also
found significant. This research benefits IIUM with its branding
strategies where emphasis can be given to the underlying dimensions
of brand personality model. It is also the source of developing higher
institutional identification among students/alumni which ultimately can
attract more support in order to become sustainable.
Muhammad Ahmed, Syed Ahmad Ali, Muhammad Ali Haider Chauhan. (2021) Impact of IIUM’s Brand Personality on Students’ Institutional Identification: A Structural Equation Modeling Approach, Epistemology: Journal of Islamic Studies, Volume-08, Issue-1.
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