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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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