Exploring Brand Reputation in Malaysian Polytechnics: The Role of Brand Identity, Public Relations Strategy, Social Media Influence, and Customer Perception

Abstract

Brand reputation plays a crucial role in shaping the perception of educational institutions, particularly in the context of non-profit organizations such as Malaysian Polytechnics. This study aims to examine the relationship between brand identity, public relations strategy, social media influence, and customer perception in determining the brand reputation of Malaysian Polytechnics. A quantitative research method was employed, whereby structured questionnaires were distributed to a sample of 370 students. A total of 148 responses were collected and analysed using statistical techniques to assess the relationships between the independent variables and brand reputation. Descriptive analysis revealed that all factors scored highly (average score of 4 out of 5), indicating their strong association on brand reputation among students. Correlation analysis showed that all independent variables—brand identity, public relations strategy, social media influence, and customer perception—have a significant positive relationship with brand reputation. This study offers valuable insights for Malaysian Polytechnics to enhance their brand reputation by focusing on consistent brand identity, effective public relations, strategic social media engagement, and fostering positive customer perceptions. Furthermore, some suggestions for future research directions were discussed to guide continued efforts in strengthening institutional branding.

Keywords: Brand reputation, brand identity, public relations strategy, social media influence, customer perception.