Shaping Perceptions: Sustaining the Corporate Image of Public Universities in Malaysia

Wardatul Hayat Adnan, Suhaimee Saahar @ Saabar, Ireena Nasiha Ibnu, Siti Fadzillah Abdul Rahman and Mahathir Yahaya
Additional contact information
Wardatul Hayat Adnan: Centre of Media Information Warfare Studies, Faculty of Communication & Media Studies, Universiti Teknologi MARA, Shah Alam, Malaysia
Suhaimee Saahar @ Saabar: Centre of Media Information Warfare Studies, Faculty of Communication & Media Studies, Universiti Teknologi MARA, Shah Alam, Malaysia
Ireena Nasiha Ibnu: Centre of Media Information Warfare Studies, Faculty of Communication & Media Studies, Universiti Teknologi MARA, Shah Alam, Malaysia
Siti Fadzillah Abdul Rahman: Centre of Media Information Warfare Studies, Faculty of Communication & Media Studies, Universiti Teknologi MARA, Shah Alam, Malaysia
Mahathir Yahaya: School of Social Sciences, Universiti Sains Malaysia, Pulau Pinang, Malaysia

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 3s, 274-289

Abstract: Controversies and portrayals of media towards the public universities able to tarnish universities’ reputation and trust among the stakeholders. The implications have led to poor enrolment and low positive visibility in Malaysia’s largest public university. The corporate image of one higher institution is important to ensure the survival of one organisation specifically in a higher institution. Therefore, knowing and identifying the level of the organisation will help the institution sustainability in the long run. Besides, the aims of university ranking in comparison to private higher institutions are risking the image of public universities as the good rankings. Due to this reason, declination in placing stakeholders’ preference to choose public universities is no longer a first choice. These issues have led the current study to explore the perception of the stakeholders of public universities and its effects on the university’s corporate image. Findings show that there is significant impact of stakeholder’s perception on the university’s corporate image sustainability. The four factors that significantly contribute to corporate image sustainability are quality confidence (r= 0.771), quality commitment (r=0.665), university responsibility and university achievement (r=0.742; r=0.819). Thus, the university must focus on improving the four (4) factors to improve corporate image sustainability to ensure its survival in the future.

Date: 2025
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.rsisinternational.org/journals/ijriss/ ... issue-3s/274-289.pdf (application/pdf)
https://rsisinternational.org/journals/ijriss/arti ... rsities-in-malaysia/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bcp:journl:v:9:y:2025:i:3s:p:274-289

Access Statistics for this article

International Journal of Research and Innovation in Social Science is currently edited by Dr. Nidhi Malhan

More articles in International Journal of Research and Innovation in Social Science from International Journal of Research and Innovation in Social Science (IJRISS)
Bibliographic data for series maintained by Dr. Pawan Verma ().