Corporate social responsibility and international students mobility in higher education

Document Type

Journal Article

Publication Title

Social Responsibility Journal

Publisher

Emerald

School

School of Business and Law

RAS ID

54778

Funders

Taylor’s University, Malaysia - Taylor’s Internal Research Grant Scheme – Emerging Research Funding Scheme (TIRGS-ERFS) (Grant no. TRGS/ERFS/2/2018/SOC/011)

Comments

Rasoolimanesh, S. M., Shafaei, A., Nejati, M., & Tan, P. L. (2023). Corporate social responsibility and international students mobility in higher education. Social Responsibility Journal, 19(9), 1632-1653. https://doi.org/10.1108/SRJ-12-2021-0505

Abstract

Purpose: Building upon the attribution and brand resonance theories, this paper aims to investigate the effects of perceived corporate social responsibility (CSR) in higher education institutions on brand reputation, trust, equity and loyalty. Design/methodology/approach: The data for this study were collected from international students of one public and one private university in Malaysia. Partial least squares-structural equation modelling was applied to analyse the data. Findings: The findings revealed very strong effects of perceived CSR on brand reputation and trust. Moreover, the results determined the positive effects of brand reputation and trust on brand equity and loyalty. Additionally, findings support the positive indirect effects of perceived CSR on brand equity and loyalty through brand reputation and trust. Originality/value: This study provides unique theoretical and practical contributions which can inform countries how to attract international students, particularly in post COVID-19 era.

DOI

10.1108/SRJ-12-2021-0505

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