International brand alliances and co-branding: antecedents of cognitive dissonance and student satisfaction with co-branded higher education programs

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dc.contributor.authorWilkins, Stephen
dc.contributor.authorMuhammad Mohsin, Butt
dc.contributor.authorHeffernan, Troy
dc.date.accessioned2023-05-09T11:40:21Z
dc.date.available2023-05-09T11:40:21Z
dc.date.issued2018
dc.description.abstractThe 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.en_US
dc.identifier.citationWilkins, S., Butt, M.M., & Heffernan, T. (2018), International brand alliances and co-branding: antecedents of cognitive dissonance and student satisfaction with co-branded higher education programs. Journal of Marketing for Higher Education, 28(1), 32-50.en_US
dc.identifier.issnPrint ISSN: 0884-1241 Online ISSN: 1540-7144
dc.identifier.urihttps://bspace.buid.ac.ae/handle/1234/2240
dc.language.isoenen_US
dc.publisherTaylor and Francis
dc.relation.ispartofJournal of Marketing for Higher Education
dc.relation.urihttps://doi.org/10.1080/08841241.2017.1393785
dc.subjectco-branded servicesen_US
dc.subjectinternational partnershipsen_US
dc.subjectbrand credibilityen_US
dc.subjectservice qualityen_US
dc.subjectconsumer-organization identificationen_US
dc.subjectstudent satisfactionen_US
dc.titleInternational brand alliances and co-branding: antecedents of cognitive dissonance and student satisfaction with co-branded higher education programsen_US
dc.typeArticleen_US
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