Corporate social responsibility and international students mobility in higher education
ISSN: 1747-1117
Article publication date: 28 March 2023
Issue publication date: 20 October 2023
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.
Keywords
Acknowledgements
The authors would like to extend their appreciation to Taylor’s University, Malaysia, to fund this paper under the Taylor’s Internal Research Grant Scheme – Emerging Research Funding Scheme (TIRGS-ERFS) (Grant no. TRGS/ERFS/2/2018/SOC/011) that makes this paper possible.
Citation
Rasoolimanesh, S.M., Shafaei, A., Nejati, M. and Tan, P.L. (2023), "Corporate social responsibility and international students mobility in higher education", Social Responsibility Journal, Vol. 19 No. 9, pp. 1632-1653. https://doi.org/10.1108/SRJ-12-2021-0505
Publisher
:Emerald Publishing Limited
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