Browsing by Author "Heffernan, Troy"

Now showing 1 - 3 of 3
  • Thumbnail Image
    Item
    Dual consumer–organisation identification in international alliances and partnerships: consumers’ supportive intentions towards local and foreign firms
    (Taylor and Francis, 2018) Wilkins, Stephen; Muhammad Mohsin, Butt; Heffernan, Troy
    This study investigates whether firms that are evaluating potential partners might benefit from considering how consumers view these organisations, specifically the extent to which consumer identification with local and foreign partners influences consumer satisfaction with a co-branded product and consumers’ post purchase/consumption supportive intentions toward each partner. Data came from institutions of higher education in Hong Kong and Sri Lanka that operate in collaboration with a foreign partner. A conceptual model was developed and then tested using structural equation modelling. Dual consumer-organisation identification was found to be a significant predictor of consumer satisfaction with the co-branded product and consumers’ supportive intentions toward each partner. Furthermore, the perceived identity attractiveness of each partner was significantly related to the consumers’ identification with each partner. The results suggest that organisations which indulge in collaborative arrangements with foreign firms should recognise that each partner plays a significant and distinct role in generating consumer satisfaction and positive post-purchase/consumption behaviours.
  • Thumbnail Image
    Item
    International brand alliances and co-branding: antecedents of cognitive dissonance and student satisfaction with co-branded higher education programs
    (Taylor and Francis, 2018) Wilkins, Stephen; Muhammad Mohsin, Butt; Heffernan, Troy
    The study investigates how in international partnerships the brand credibility of each partner, student-institution identification with each partner, and perceived service quality relate to student satisfaction. A structured survey questionnaire was completed by 528 students taking a co-branded higher education program in Hong Kong or Sri Lanka. The results indicate that the brand credibility of a foreign institution is a stronger influencer on student identification with the foreign institution as compared to the relationship between credibility and identification with the local partner. The negative relationship between organizational identification and cognitive dissonance for each institution in the partnership is also stronger for the foreign institution. As the popularity of international partnerships and co-branded higher education programs continues to grow, the importance and dominance of foreign brand credibility and student identification with foreign institutions is recognized.
  • Thumbnail Image
    Item
    Transnational higher education: the importance of institutional reputation, trust and student-university identification in international partnerships
    (Emerald, 2018) Wilkins, Stephen; Muhammad Mohsin, Butt; Heffernan, Troy
    This research assesses the extent to which the critical relational variables of university reputation, student trust, and student-university identification influence student behaviour towards transnational education partnerships. Students undertaking British degrees at two transnational partnership locations (Hong Kong, n = 203 and Sri Lanka, n = 325) completed a quantitative survey questionnaire. A conceptual model was developed and tested using structural equation modelling. University reputation and student trust were found to be significant predictors of student identification with each partner institution, and student-university identification was a significant predictor of student satisfaction, loyalty, and extra-role behaviours toward both the local and foreign educational organisations. The findings suggest that student relationship management strategies should focus on strengthening the higher education institution’s reputation, and increasing the students’ trust and identification with the institution. Moreover, universities should also assess potential partners for these qualities when entering into transnational education partnerships. Drawing on theories of social and organisational identification, this is the first study to consider student-university identification as the linchpin between the exogenous constructs of reputation and trust, and the endogenous constructs of student satisfaction, loyalty, and extra-role behaviours in both the international education and international business literatures.