International higher education brand alliance: the role of brand fit and world-mindedness

Abstract

PurposeThis research investigates three major research questions. First, how does brand alliance type, defined by a partner's location and brand quality, affect consumers' emotional value perceptions of higher education brand alliances for dual-degree programs? Second, does perceived brand fit mediate the relationship between brand alliance type and emotional value perceptions? Third, do individual differences in world-mindedness moderate the influence of brand alliance type on emotional value perceptions?Design/methodology/approachIn total, two experiments are performed. Experiment one examines the effect of brand alliance type, at varying combinations of partner brand quality and partner location (domestic or foreign), on consumers' emotional value perceptions. Experiment two examines the moderating role of world-mindedness in the relationship between brand alliance type and consumers' emotional value perceptions.FindingsResults provide evidence that consumers' perception of brand fit mediates the relationship between brand alliance type and consumers' emotional value perceptions of the alliance. Results also indicate that world-mindedness moderates the relationship between brand alliance type and emotional value perceptions.Originality/valueThis research extends the previous literature on higher education dual-degree brand alliances and introduces world-mindedness as an important consumer-based characteristic to consider in this line of research. It answers calls for more research on higher education branding and calls for research into the potential mediating role and importance of brand fit. It provides several theoretical and managerial implications relevant to the higher education brand alliances, particularly in dual-degree programs.

Exploring international brand alliances between local and foreign higher education institutions: an empirical study of sub-degree students

“…With reference to the prior studies' methodology (e.g. Bluemelhuber et al ., 2007; Chan and Cheng, 2012; Kim et al ., 2021; Simonin and Ruth, 1998), the hypotheses were measured by randomly assigning respondents to one of the alliances and answering the corresponding questionnaire with an advertising stimulus. Specifically, the respondents of this study were randomly assigned to 1 of 9 versions of the brand alliance (3 local brands × 3 foreign brands) and answered questions before and after viewing a stimulus (print advertisement) depicting the brand alliance.…”

“…In particular, research on the creation and management of brand alliances in the education sector has been growing in recent years (e.g. Bunnell, 2006; Kim et al ., 2021; Wilkins et al ., 2018).…”

“…Researchers have documented the relevance and effectiveness of higher education brand alliances (e.g. Kalafatis et al, 2016;Kim et al, 2021;Wilkins et al, 2018) yet important research gaps remain. This study makes three important contributions to addressing these gaps.…”

“…In the last two decades, collaborations between higher education institutions in Asia have increased, notably in Hong Kong. This type of collaboration involves two higher education institutions signing a collaboration agreement to collectively exhibit their brands as an agglomerate in the marketplace (Kim et al ., 2021). Currently, there are 1,131 non-local programmes carried out across Hong Kong higher education institutions, involving the United Kingdom (68.9%), Australia (10.5%), the US (9.7%), China (5.6%) and Canada (0.2%) (Education Bureau, 2020).…”

The role of online retail website experience on brand happiness and willingness to share personal information: an SOR perspective

“…This assessment, which a consumer makes about the brand's capability of taking a relationship ahead, is referred to as brand partner quality (Adhikari and Panda, 2020). Brand partner quality is a strong indicator of the emotional value perceptions formed by consumers (Kim et al, 2022). It is necessary for driving consumer intentions of prolonging the brand relationship (Singh et al, 2022).…”