Factors contributing to emotional brand attachment: The case of Malaysia public higher educational institutions

This exploratory study examined the relationship between university image, acculturation, and emotional brand attachment, particularly in the context of a public higher education (PubHEI) in Malaysia.Data were collected from 101 international students at one of the public universities in Malaysia using a self administrated questionnaire.Structural equation modeling (i.e SmartPLS) was used to analyze the data.The results show that nevertheless all factors being significant to emotional brand attachment formation, the university image and acculturation are the most important predictors. As a result, this study is important for academician and practitioners, as it exists a different approach to examine emotional brand attachment formation, it offers a new framework to assess the construct of emotional brand attachment.Besides, helps administrative and policy makers to understand that educational industry is most competitive and required more attention in forming new strategy, especially focus in communication, academic ranking and reputation, as well as cross- culture adaptatio