Assessing the Corporate Identity of Malaysia Universities in the East Coast Region with the Market Conditions in Ensuring Self-Sustainability: A Study on Universiti Sultan Zainal Abidin
The liberalisation of the education industry has
exposed the institute of higher learning (IHL) in Malaysia to the
financial challenges. Without good financial standing, public
institution will rely on the government funding. Ostensibly, this
contradicts with the government’s aspiration to make universities
self-sufficient. With stiff competition from private institutes of higher
learning, IHL need to be prepared at the forefront level. The
corporate identity itself is the entrance to the world of higher learning
and it is in this uniqueness, it will be able to distinguish itself from
competitors. This paper examined the perception of the stakeholders
at one of the public universities in the east coast region in Malaysia
on the perceived reputation and how the university communicate its
preparedness for self-sustainability through corporate identity. The
findings indicated while the stakeholders embraced the challenges in
facing the stiff competition and struggling market conditions, most of
them felt the university should put more efforts in mobilising the
corporate identity to its constituencies.
[1] A. Zulhamri, M. N. Shahrina and A.A. Yuhanis, "Building A Unique
Online Corporate Identity", Marketing Intelligence & Planning. Vol. 31,
Iss. 5. 451 – 471. 2013
[2] J. P. Cornelissen, S. A. Haslam and J.M.T. Balmer, “Social Identity,
Organisational Identity and Corporate Identity. Towards an Integrated
Understanding of Processes, Patternings and Products.” British Journal
of Management. Vol. 18, S1-S16. 2007.
[3] N. Marwick, and C. Fill, ``Towards a framework for managing corporate
identity'', European Journal of Marketing Special Edition on Corporate
Identity. Vol. 31 No. 5/6. 396-409. 1997.
[4] I. Morison, “Breaking the monolithic mould.” International Journal of
Bank Marketing, special edition on Corporate Identity in Financial
Services. Vol.15, No.5. 153-62. 1997.
[5] C. Simões, and S. Dibb, “Corporate Identity: Defining the Construct.”
Warwick Business School Research Papers. Number 350,
http://www.wbs.ac.uk/.2002.
[6] T.C., Melewar, “Facets of Corporate Identity, Communication, and
Reputation”. Routledge. 2008
[7] H. Osman, “Re-branding Academic Institutions with Corporate
Advertising: A Genre Perspective. Discourse & Communication. Vol. 2,
No.1, 57-77. 2008.
[8] P. Jarvis, “Universities and Corporate Universities: The Higher Learning
Industry in Global Society.” London: Kogan Page. 2001.
[9] N. Bulotaite, “University Heritage: An Institutional Tool for Branding
and Marketing.” Higher Education in Europe. Vol. XXVIII. No. 4, 449-
454. 2003
[10] C. Fombrun, C.V. Riel “The Reputation Landscape.” Corporate
Reputation Review. Vol. 1, No. 1/2. 1996.
[11] M.Wolverton, “Discourse and Marketization of Higher Education in
China: The Genre of Advertisements for Academic Posts. Discourse &
Society. Vol. 23, No.3, 318-337. 2006.
[12] T.C Melewar and S. Akel, “The Role of Corporate Identity in the Higher
Education Sector. Corporate Communications: An International
Journal. Vol. 10, No. 1, 41-57. 2005.
[13] P. Argenti, “Branding B-Schools: Reputation Management for MBA
Programs. Corporate Reputation Review. Vol. 3, No.2, 171-178. 2000. [14] J.E Dutton and J.M. Dukerich, “Keeping an Eye on the Mirror: Image
and Identity in Organisational Adaptation.” Academy of Management
Journal. Vol.34, 517-54. (CrossRef), (ISI). 1991.
[15] T.C Melewar, K. Bassett and C. Simões, “The Role of Communication
and Visual Identity in Modern Organisations. Corporate
Communications: An International Journal. Vol. 11, No. 2, 138-147.
2006.
[16] D.L. Bunzel, “Universities Sell Their Brands.” Jounral of Product &
Brand Management. Vol. 16, Iss. 2, 152-153. 2007
[17] T. Curtis, R. Abratt and W. Minor, “Corporate Brand Management in
Higher Education: The Case of ERAU.” Journal of Product & Brand
Management. Vol 18, Iss. 6, 404-413. 2009.
[18] S.W. Alessandri, “Modelling Corporate Identity: A Concept Explication
and Theoretical Explanation", Corporate Communication: An
International Journal. Vol. 6, No.4, 173-182. 2001.
[19] J.M.T. Balmer, "Identity Based Views of The Corporation: Insights
From Corporate Identity, Organisational Identity, Social Identity, Visual
Identity, Corporate Brand Identity and Corporate Image", European
Journal of Marketing. Vol. 42 Iss. 9/10. 879 – 906. 2008.
[20] J.M.T. Balmer & E.R. Gray, “Corporate Brands: What Are They? What
of Them?” European Journal of Marketing. Vol. 37, No. 7/8, 72-86.
2003.
[21] H.A. Suffian, R.H. Mohammed, A.M. Norhayati, “Leadership:
Communicating Strategically in the 21st Century.” Procedia - Social and
Behavioral Sciences. Vol. 155. 502-506. 2014.
[22] Treasury. “Bajet 2016.” Ministry of Finance.
http://www.treasury.gov.my/pdf/bajet/ucapan/ub16.pdf . Retrieved 4
November 2016.
[23] T.C. Melewar and E. Jenkins, “Defining The Corporate Identity
Construct.” Corporate Reputation Review. Vol. 5, No. 1. 76-90. 2002.
[1] A. Zulhamri, M. N. Shahrina and A.A. Yuhanis, "Building A Unique
Online Corporate Identity", Marketing Intelligence & Planning. Vol. 31,
Iss. 5. 451 – 471. 2013
[2] J. P. Cornelissen, S. A. Haslam and J.M.T. Balmer, “Social Identity,
Organisational Identity and Corporate Identity. Towards an Integrated
Understanding of Processes, Patternings and Products.” British Journal
of Management. Vol. 18, S1-S16. 2007.
[3] N. Marwick, and C. Fill, ``Towards a framework for managing corporate
identity'', European Journal of Marketing Special Edition on Corporate
Identity. Vol. 31 No. 5/6. 396-409. 1997.
[4] I. Morison, “Breaking the monolithic mould.” International Journal of
Bank Marketing, special edition on Corporate Identity in Financial
Services. Vol.15, No.5. 153-62. 1997.
[5] C. Simões, and S. Dibb, “Corporate Identity: Defining the Construct.”
Warwick Business School Research Papers. Number 350,
http://www.wbs.ac.uk/.2002.
[6] T.C., Melewar, “Facets of Corporate Identity, Communication, and
Reputation”. Routledge. 2008
[7] H. Osman, “Re-branding Academic Institutions with Corporate
Advertising: A Genre Perspective. Discourse & Communication. Vol. 2,
No.1, 57-77. 2008.
[8] P. Jarvis, “Universities and Corporate Universities: The Higher Learning
Industry in Global Society.” London: Kogan Page. 2001.
[9] N. Bulotaite, “University Heritage: An Institutional Tool for Branding
and Marketing.” Higher Education in Europe. Vol. XXVIII. No. 4, 449-
454. 2003
[10] C. Fombrun, C.V. Riel “The Reputation Landscape.” Corporate
Reputation Review. Vol. 1, No. 1/2. 1996.
[11] M.Wolverton, “Discourse and Marketization of Higher Education in
China: The Genre of Advertisements for Academic Posts. Discourse &
Society. Vol. 23, No.3, 318-337. 2006.
[12] T.C Melewar and S. Akel, “The Role of Corporate Identity in the Higher
Education Sector. Corporate Communications: An International
Journal. Vol. 10, No. 1, 41-57. 2005.
[13] P. Argenti, “Branding B-Schools: Reputation Management for MBA
Programs. Corporate Reputation Review. Vol. 3, No.2, 171-178. 2000. [14] J.E Dutton and J.M. Dukerich, “Keeping an Eye on the Mirror: Image
and Identity in Organisational Adaptation.” Academy of Management
Journal. Vol.34, 517-54. (CrossRef), (ISI). 1991.
[15] T.C Melewar, K. Bassett and C. Simões, “The Role of Communication
and Visual Identity in Modern Organisations. Corporate
Communications: An International Journal. Vol. 11, No. 2, 138-147.
2006.
[16] D.L. Bunzel, “Universities Sell Their Brands.” Jounral of Product &
Brand Management. Vol. 16, Iss. 2, 152-153. 2007
[17] T. Curtis, R. Abratt and W. Minor, “Corporate Brand Management in
Higher Education: The Case of ERAU.” Journal of Product & Brand
Management. Vol 18, Iss. 6, 404-413. 2009.
[18] S.W. Alessandri, “Modelling Corporate Identity: A Concept Explication
and Theoretical Explanation", Corporate Communication: An
International Journal. Vol. 6, No.4, 173-182. 2001.
[19] J.M.T. Balmer, "Identity Based Views of The Corporation: Insights
From Corporate Identity, Organisational Identity, Social Identity, Visual
Identity, Corporate Brand Identity and Corporate Image", European
Journal of Marketing. Vol. 42 Iss. 9/10. 879 – 906. 2008.
[20] J.M.T. Balmer & E.R. Gray, “Corporate Brands: What Are They? What
of Them?” European Journal of Marketing. Vol. 37, No. 7/8, 72-86.
2003.
[21] H.A. Suffian, R.H. Mohammed, A.M. Norhayati, “Leadership:
Communicating Strategically in the 21st Century.” Procedia - Social and
Behavioral Sciences. Vol. 155. 502-506. 2014.
[22] Treasury. “Bajet 2016.” Ministry of Finance.
http://www.treasury.gov.my/pdf/bajet/ucapan/ub16.pdf . Retrieved 4
November 2016.
[23] T.C. Melewar and E. Jenkins, “Defining The Corporate Identity
Construct.” Corporate Reputation Review. Vol. 5, No. 1. 76-90. 2002.
@article{"International Journal of Business, Human and Social Sciences:71413", author = "Suffian H. Ayub and Mohammed R. Hamzah and Nor H. Abdullah and Sharipah N. Syed Azmy and Hishammudin S.", title = "Assessing the Corporate Identity of Malaysia Universities in the East Coast Region with the Market Conditions in Ensuring Self-Sustainability: A Study on Universiti Sultan Zainal Abidin", abstract = "The liberalisation of the education industry has
exposed the institute of higher learning (IHL) in Malaysia to the
financial challenges. Without good financial standing, public
institution will rely on the government funding. Ostensibly, this
contradicts with the government’s aspiration to make universities
self-sufficient. With stiff competition from private institutes of higher
learning, IHL need to be prepared at the forefront level. The
corporate identity itself is the entrance to the world of higher learning
and it is in this uniqueness, it will be able to distinguish itself from
competitors. This paper examined the perception of the stakeholders
at one of the public universities in the east coast region in Malaysia
on the perceived reputation and how the university communicate its
preparedness for self-sustainability through corporate identity. The
findings indicated while the stakeholders embraced the challenges in
facing the stiff competition and struggling market conditions, most of
them felt the university should put more efforts in mobilising the
corporate identity to its constituencies.", keywords = "Communication, corporate identity, market
conditions, universities.", volume = "9", number = "12", pages = "4118-5", }
