Fayrene Chieng, Chai Lee Goi, Jie Min Ho and Ka Yii Yip
The purpose of this paper is to evaluate the effectiveness of a career management program embedded within a business module, with a specific focus on enhancing the employability…
Abstract
Purpose
The purpose of this paper is to evaluate the effectiveness of a career management program embedded within a business module, with a specific focus on enhancing the employability of students.
Design/methodology/approach
The study involved five one-hour workshops based on the DOTS model, covering aspects like resume writing and professional communication. Surveys, using a structured questionnaire and a Likert scale, measured participants' perceived employability. The pre-survey included demographic details, while the post-survey evaluated the effectiveness of the Career development learning workshop. Incentives and QR codes were employed to boost participation, and data were collected at the semester's start and end, with responses linked through students' phone numbers.
Findings
The results confirmed a positive connection between the perceived effectiveness of skill programs and students' employability. Integration of career management into the curriculum cultivates a heightened professional mindset and boosts employability. Validation through a paired-samples t-test demonstrates a substantial increase in perceived employability after program participation, affirming the program's role in fostering psychosocial empowerment and elevating students' confidence in job seeking.
Originality/value
This pioneering research integrates a career management program into a business module, addressing employability challenges in Industry 4.0. It provides empirical evidence of the program's positive impact on students' perceived employability.
Details
Keywords
Fayrene Chieng, Piyush Sharma, Russel PJ Kingshott and Rajat Roy
This paper aims to examine the differences in the process by which three types of self-congruity (actual, ideal and social) interact with the need for uniqueness (NFU) to…
Abstract
Purpose
This paper aims to examine the differences in the process by which three types of self-congruity (actual, ideal and social) interact with the need for uniqueness (NFU) to influence brand loyalty via brand experience and brand attachment.
Design/methodology/approach
An online survey with 428 members of an Australian consumer panel. The data are analyzed using the structural equation modeling (SEM).
Findings
The results show that social self-congruity (SSC) has a direct effect on the brand attachment, but actual and ideal self-congruity (ASC and ISC) influence it only indirectly through brand experience. Moreover, the NFU strengthens the positive effect of ISC but weakens the effect of SSC on brand attachment.
Research limitations/implications
This study uses publicly consumed brands and the NFU as the moderator. Future research may study privately consumer brands and use other moderators, such as regulatory focus (promotion vs prevention).
Originality/value
This study extends current research on brand attachment by highlighting the positive influence of SSC on brand attachment. It also establishes the mediating role of brand experience and the moderating role of the NFU. These are new insights about the underlying process and the boundary conditions for the well-established relationship between self-congruity and brand attachment.
Details
Keywords
Chai Lee Goi, Ik Ying Ngu and Fayrene Yew Leh Chieng
The purpose of this study is to examine how social media affects luxury brand equity and purchase intention in Malaysia.
Abstract
Purpose
The purpose of this study is to examine how social media affects luxury brand equity and purchase intention in Malaysia.
Design/methodology/approach
Questionnaires were distributed across shopping malls in the Klang Valley, including Kuala Lumpur and surrounding areas, targeting Malaysian citizens aged 18 and above with a history of luxury purchases. Using random sampling, the study collected and analysed 300 valid responses.
Findings
The findings demonstrate that social media has a positive effect on luxury brand equity and that brand equity significantly influences purchase intention. However, the study reveals a negative impact of social media on purchase intention.
Originality/value
This study explores the profound impact of social media on luxury brand equity in Malaysia, revealing its role in shaping brand awareness, associations, uniqueness, loyalty and perceived quality.