ISSN 2394-5125
 

Review Article 


STRUCTURAL EQUATION PATH MODELING OF EMOTIONAL BRAND ATTACHMENT

Mona Fairuz Ramli, Maria Abdul Rahman, Rahim Othman.

Abstract
This exploratory study examined the relationship between university image, acculturation, and emotional brand attachment, particularly in the context of a public higher education (PubHEI) in Malaysia. Research is aims to identify whether university image and acculturation have an effect on the emotional brand attachment. Data were collected from 101 international students at one of the public universities in Malaysia using a self-administrated questionnaire. Structural equation modeling (i.eSmartPLS) was used to analyze the data. The results show that nevertheless all factors being significant to emotional brand attachment formation, the university image and acculturation are the most important predictors. As a result, this study is important for academician and practitioners, as it exists a different approach to examine emotional brand attachment formation, it offers a new framework to assess the construct of emotional brand attachment. Besides, this research offers several recommendations for future research.

Key words: university image; acculturation; emotional brand attachment, public higher education.


 
ARTICLE TOOLS
Abstract
PDF Fulltext
How to cite this articleHow to cite this article
Citation Tools
Related Records
 Articles by Mona Fairuz Ramli
Articles by Maria Abdul Rahman
Articles by Rahim Othman
on Google
on Google Scholar


How to Cite this Article
Pubmed Style

Ramli MF, Rahman MA, Othman R. STRUCTURAL EQUATION PATH MODELING OF EMOTIONAL BRAND ATTACHMENT. JCR. 2020; 7(3): 586-592. doi:10.31838/jcr.07.03.103


Web Style

Ramli MF, Rahman MA, Othman R. STRUCTURAL EQUATION PATH MODELING OF EMOTIONAL BRAND ATTACHMENT. http://www.jcreview.com/?mno=92516 [Access: April 10, 2021]. doi:10.31838/jcr.07.03.103


AMA (American Medical Association) Style

Ramli MF, Rahman MA, Othman R. STRUCTURAL EQUATION PATH MODELING OF EMOTIONAL BRAND ATTACHMENT. JCR. 2020; 7(3): 586-592. doi:10.31838/jcr.07.03.103



Vancouver/ICMJE Style

Ramli MF, Rahman MA, Othman R. STRUCTURAL EQUATION PATH MODELING OF EMOTIONAL BRAND ATTACHMENT. JCR. (2020), [cited April 10, 2021]; 7(3): 586-592. doi:10.31838/jcr.07.03.103



Harvard Style

Ramli, M. F., Rahman, . M. A. & Othman, . R. (2020) STRUCTURAL EQUATION PATH MODELING OF EMOTIONAL BRAND ATTACHMENT. JCR, 7 (3), 586-592. doi:10.31838/jcr.07.03.103



Turabian Style

Ramli, Mona Fairuz, Maria Abdul Rahman, and Rahim Othman. 2020. STRUCTURAL EQUATION PATH MODELING OF EMOTIONAL BRAND ATTACHMENT. Journal of Critical Reviews, 7 (3), 586-592. doi:10.31838/jcr.07.03.103



Chicago Style

Ramli, Mona Fairuz, Maria Abdul Rahman, and Rahim Othman. "STRUCTURAL EQUATION PATH MODELING OF EMOTIONAL BRAND ATTACHMENT." Journal of Critical Reviews 7 (2020), 586-592. doi:10.31838/jcr.07.03.103



MLA (The Modern Language Association) Style

Ramli, Mona Fairuz, Maria Abdul Rahman, and Rahim Othman. "STRUCTURAL EQUATION PATH MODELING OF EMOTIONAL BRAND ATTACHMENT." Journal of Critical Reviews 7.3 (2020), 586-592. Print. doi:10.31838/jcr.07.03.103



APA (American Psychological Association) Style

Ramli, M. F., Rahman, . M. A. & Othman, . R. (2020) STRUCTURAL EQUATION PATH MODELING OF EMOTIONAL BRAND ATTACHMENT. Journal of Critical Reviews, 7 (3), 586-592. doi:10.31838/jcr.07.03.103