Decoding Key Drivers Of University Brand Image: Strategic Insights From Rural Agencies
Abstract
The present study investigates the key drivers of brand image at Universiti Poly-Tech Malaysia (UPTM) as perceived by organizations under Malaysia’s Ministry of Rural and Regional Development (MRRD), namely MARA, FELCRA, KEJORA, and RISDA. Specifically, it examines the influence of six brand dimensions, namely brand identity, brand awareness, brand personality, brand performance, brand association, and brand reputation, on UPTM’s brand image, and discusses the implications of these findings for organizational collaboration. A quantitative survey was conducted among 130 respondents from these organizations. Multiple regression analysis showed that the six dimensions together explained a substantial proportion of variance in brand image (R² = .685), but brand reputation (β = .600, p < .001) and brand association (β = .219, p = .009) were the only statistically significant predictors. Brand identity, brand personality, brand awareness, and brand performance did not significantly predict brand image. These findings suggest that UPTM’s overall reputation and the strength of its associative attributes, rather than visibility, perceived personality, or performance metrics alone, are most influential in shaping how MRRD organizations perceive its brand image. The study underscores the importance of reputation management and association-building as strategic priorities for UPTM in deepening collaborative partnerships with public institutions, particularly as it works to align with sustainability goals and the SDGs.
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Publication Date
01 September 2026
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European Publisher
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1st Edition
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1-1
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Accounting and Finance, Business and Management, Communication, Law and Governance
Cite this article as:
Gani*, N. A., Muhamad, N., & Ishak, N. (2026). Decoding Key Drivers Of University Brand Image: Strategic Insights From Rural Agencies. In Y. Naoyuki, A. Peng Hwa, & J. Matthes (Eds.), GLY-Upcoming Volume: Innovating Together: The Convergence of Management, Communication, and The Digital Transformation, vol -. European Proceedings of Social and Behavioural Sciences (pp. 0-0). European Publisher. https://doi.org/10.15405/epsbs.2026.09.47