Phenomenological Exploration of Consumer Experiences and Perceptions of University Branding Through Media Advertising in Sarawak
List of Authors
Michael Tiong Hock Bing, Oo Yu Hock
Keyword
consumer experiences, media advertising, phenomenological study, Sarawak, university branding
Abstract
This phenomenological study explores consumer experiences and perceptions of university branding through media advertising in Sarawak. With increasing competition in the higher education sector, universities rely on media advertising to enhance brand image and attract prospective students. However, little is known about how consumers interpret these messages within Sarawakâs unique cultural and socio-economic landscape. Using a phenomenological approach, this research examines the lived experiences of consumers and their perceptions of media advertising for university branding. Focus group interviews and thematic analysis uncover the emotions, motivations, and interpretations associated with these advertisements. The findings reveal varying levels of engagement, ranging from alignment and appropriation to alienation and critique. Emotional attachment to advertisements is contingent upon their resonance with personal values and cultural expectations. Participants rejected elements that contradicted societal norms, emphasizing the need for cultural sensitivity in university branding. This study contributes to consumer behavior and advertising literature by providing insights into media advertising for university branding in Sarawak. The findings offer valuable implications for universities and marketers seeking to optimize their advertising strategies and connect with target audiences effectively.