Dr. Tan Poh Ling Published in SSCI journal as Corresponding Author

2021-10-01

The Research Management Center congratulates Asst. Prof. Dr. Tan Poh Ling from XMUM Department of Advertising for her recent publication in Journal of Marketing for Higher Education, a SSCI Q2 journal with an impact factor of 3.156, as the corresponding author.

Entitled “Corporate Social Responsibility and Brand Loyalty in Private Higher Education: Mediation Assessment of Brand Reputation and Trust”, it is a collaborative research with  Taylor’s University and Edith Cowan University.

This study investigates the effects of corporate social responsibility (CSR) on brand reputation, brand trust and brand loyalty in the context of higher education. The results confirm the positive direct effect of CSR on brand reputation and brand loyalty, as well as the indirect effects of CSR on brand loyalty through brand reputation and brand trust. This study makes a unique theoretical contribution to the literature through assessing and comparing the mediating role of brand reputation and brand trust between CSR and brand loyalty using the Hierarchy of Effects Model. The study findings can benefit university administrators and higher education policy makers, particularly those working in private universities to better implement CSR activities to increase their brand loyalty which can help them succeed in attracting more students in a highly competitive education market.

https://doi.org/10.1080/08841241.2021.1973645

Dr. Tan Poh Ling is a lecturer of Department of Advertising, Xiamen University Malaysia. Currently she teaches and supervise undergraduates, especially in the subject matter of Public Relations, Mass Communication as well as New Media. She received her doctorate from the Universiti Sains Malaysia in Tourism Communication with a focus on interpretation. Her research interests include heritage communication, media studies, persuasive communication and environmental communication.

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