Perceived quality and loyalty towards PubHEI’s of international students in Malaysia’s. Understanding the role of emotional attachment as a mediator

This study develops and tests a model to investigate the predictors of Brand loyalty of Public Higher Educational Institutions ( PubHEI’s) in Malaysia.The model considers two drivers – perceived teaching and learning quality and emotional brand attachment that are significantly linked to each other and affect the brand loyalty. Based on the evidence drawn from 150 international students in PubHEI’s in Malaysia, the hypotheses, which were tested using structural equation modeling, are all supported.The results confirm that perceived teaching and learning quality aspects and emotional brand attachment is key predictors of brand loyalty.The research emphasizes the role of emotional brand attachment as mediating variables between perceived teaching and learning quality aspects and loyalty. The study also shows that a better understanding of the determinants of loyalty in PubHEI’s mediated services occurs when affective evaluative constructs are taken into account in decision making to select place of study destinations by international student