THE MEDIATING ROLE OF BRAND ASSOCIATION IN PUBLIC HIGHER EDUCATION INSTITUTIONS IN MALAYSIA: DETERMINANTS THE EFFECT OF POSITIONING ON CONSUMER LOYALTY

Abstract

This examination makes and tests a model to research the markers of Consumer loyalty of Public Higher Educational Institutions (PubHEI's) in Malaysia. The model considers three drivers Positioning, saw showing quality and Brand association that are basically associated with each other and impact the Consumer loyalty. In perspective of the affirmation drawn from 150 overall understudies in PubHEI's in Malaysia, the hypotheses, which were had a go at using essential condition illustrating, are through and through maintained. The results certify that Positioning, learning quality points of view and Brand association is key markers of Consumer loyalty. The examination focuses on the piece of Brand association as mediating factors between apparent instructing and learning quality edges and loyalty. The investigation moreover shows that an unrivaled appreciation of the determinants of loyalty in PubHEI's interceded administrations happens when loaded with feeling evaluative creates are considered in essential authority to pick place of study objectives by overall understudy.