Journal Screenshot

International Journal of Academic Research in Business and Social Sciences

Open Access Journal

ISSN: 2222-6990

Predictors of Organization-Public Relationship Attributes on University’s Image of a Malaysian Private University

Tak Jie Chan, Fadzlyn Shahirah Kamal, Wan Norbani Wan Noordin

http://dx.doi.org/10.6007/IJARBSS/v12-i6/14012

Open access

Relationship studies have emerged tremendously as an important field of study in communication science, particularly in the field of Public Relations. However, the influence of Organization-Public Relationship (OPR) attributes in the education industry remains understudied. The purpose of this study was to investigate the relationship between OPR attributes and image in a Malaysian private university. A quantitative (survey) method was employed using convenient sampling in which 117 valid responses were collected. The data were then analyzed using Pearson-Product Moment Correlation and Multiple Regression analysis through the Statistical Package for the Social Sciences (SPSS) version 25.0. Based on the findings, OPR attributes, namely trust, control mutuality, satisfaction, and openness yielded positive and moderate relationships with the university’s image, whereas commitment generates a positive and high relationship with the university’s image. In addition, multiple regression analysis showed that commitment and satisfaction were the significant two predictors that can help to increase the university’s image. The study contributes to the Public Relations scholarship by incorporating Openness as another important attribute to expand the original OPR model by testing it empirically in the Malaysian private higher education context. The university’s management will benefit from this study as OPR helps to shape the favorable image and perception of the institutions which serves as a marketing and branding tool in relationship management to attract potential students and retain the current ones.

Aghaz, A., Hashemi, A., & Sharifi Atashgah, M. S. (2015). Factors contributing to university image: the postgraduate students’ points of view. Journal of Marketing for Higher Education, 25(1), 104-126. https://doi.org/10.1080/08841241.2015.1031314
Ahmed, E., & Khan, A. W. (2019). Role of organizational public relations in image building of publics: A case study of Coca Cola Pakistan. Global Regional Review, 4(4), 95-104. http://dx.doi.org/10.31703/grr.2019(IV-IV).11
Albu, O. B., & Flyverbom, M. (2019). Organizational transparency: Conceptualizations, conditions, and consequences. Business and Society, 58(2), 268-297.
https://doi.org/10.1177/0007650316659851
Alhadid, A. Y., & Qaddomi, B. A. (2016). The role of public relations on company image: Social media as a moderating variable: A case study at the applied science private university at Jordan. International Journal of Academic Research in Business and Social Sciences, 6(4), 310-317. http://dx.doi.org/10.6007/IJARBSS/v6-i4/2109
Allen, M. (2017). The Sage Encyclopedia of Communication Research Methods (Vols. 1-4). Thousand Oaks, CA: SAGE Publications, Inc doi: 10.4135/9781483381411
Alves, H., & Raposo, M. (2010). The influence of university image on student behavior. International Journal of Educational Management, 24(1), 73-85.
https://doi.org/10.1108/09513541011013060
Al-salhi, H. A., El Damanhoury, K., & Alawadly, S. (2021). The effect of relationship cultivation strategies on organizational reputation in conflict zones: The case of Yemeni private universities. Public Relations Review, 47(1), 102011.
https://doi.org/10.1016/j.pubrev.2021.102011
Anggreni, P. (2018). The role of public relations as a management function in higher education. SHS Web of Conference, 42, 00031. https://doi.org/10.1051/shsconf/20184200031
Apuke, O. D. (2017). Quantitative research methods: A synopsis approach. Arabian Journal of Business and Management Review (Kuwait Chapter), 6(10), 40-47. doi: 10.12816/0040336
Babbie, E. R. (2020). The Practice of Social Research (15th ed.). Cengage Learning.
Bougie, R., & Sekaran, U. (2019). Research Methods for Business: A Skill Building Approach (8th ed.). New Jersey: John Willey and Sons, Inc.
Bowen, S. A., Hung-Baesecke, F. C. J., & Chen, R. Y. R. (2016). Ethics as a precursor to organization–public relationships: Building trust before and during the OPR model. Cogent Social Sciences, 2, 1141467. https://doi.org/10.1080/23311886.2016.1141467
Broom, G., & Sha, B (2013). Cutlip and Center’s Effective Public Relations (11th ed.). Pearson.
Browning, N., Lee, E., Park, Y. E., Kim, T., & Collins, R. (2020). Muting or meddling? Advocacy as a relational communication strategy affecting Organization–Public Relationships and stakeholder response. Journalism & Mass Communication Quarterly, 97(4), 1026–1053. https://doi.org/10.1177/1077699020916810
Browning, N., & Sweetser, K. D. (2020). How media diet, partisan frames, candidate traits, and political organization-public relationship communication drive party reputation. Public Relation Review, 46, 101884. https://doi.org/10.1016/j.pubrev.2020.101884
Bruning, S. D., Dials, M., & Shirka, A. (2008). Using dialogue to build organization-public relationships, engage publics and positively affect organizational outcomes. Public Relations Review, 34, 25-31. doi:10.1016/j.pubrev.2007.08.004
Carroll, C. E., & McCombs, M. (2003). Agenda-setting effects of business news on the public’s images and opinions about major corporations. Corporate Reputation Review, 6(1), 36-46. https://doi.org/10.1057/palgrave.crr.1540188
Chang, D. W., Sirat, M., & Abdul Razak, D. (2018). Education in Malaysia towards a developed nation. Economic Working Paper, 1-19. Retrieved from
https://www.iseas.edu.sg/images/pdf/ISEASEWP2018-4Wan.pdf
Chin, Y. F. (2019). Malaysia: From hub to exporter of higher education and implications. International Journal of Business and Social Science, 10(2), 48-54. doi:10.30845/ijbss.v10n2p6
Degtjarjova, I., Lapina, I., & Freidenfelds, D. (2018). Student as stakeholder: “voice of customer” in higher education quality development. Marketing and Management of Innovations, 2, 388-398. doi: 10.21272/mmi.2018.2-30
Dowling, G. (2006). How good corporate reputations create corporate value. Corporate Reputation Review, 9(2), 134-143. https://doi.org/10.1057/palgrave.crr.1550017
Fombrun, C. J. (1996). Reputation-Realizing Value from Corporate Image. Baoston Massachusetts: Harvard Business School Press.
Ferguson, M. A. (2018). Building theory in public relations: Inter-organizational relationships as a public relations paradigm. Journal of Public Relations Research, 30(4), 164-178. https://doi.org/10.1080/1062726X.2018.1514810
Gergen, K. J. (1969). The Psychology of Behavior Exchange. Addison Wesley Publishing Company, Reading, MA.
Grunig, L. A., Grunig, J. E., & Ehling, W. P. (1992). What is an effective organization. Excellence in Public Relations and Communication Management, 65-90.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2018). Multivariate data analysis (8th ed.). Cengage Learning EMEA.
Hair, J. F., Hult, G., T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Newbury Park, CA: SAGE Publications, Incorporated
Homans. G. C. (1961). Social Behavior. New York, NY: Harcourt Brace.
Hon, L. C., & Grunig, J. E. (1999). Guidelines for measuring relationships in public relations. Retrieved from https://www.instituteforpr.org/wp-content/uploads/Guidelines_Measuring_Relationships.pdf
Hopp, T., & Fisher, J. (2021). A psychological model of transparent communication effectiveness. Corporate Communications: An International Journal, 26(2), 403-419. https://doi.org/10.1108/CCIJ-01-2020-0009
Huang, Y. (2001). OPRA: A cross-cultural, multiple-item scale for measuring Organization-Public Relationships. Journal of Public Relations Research, 13(1), 61-90. https://doi.org/10.1207/S1532754XJPRR1301_4
Huang, Y. H. C., & Zhang, Y. (2013). Revisiting organization-public relations research over the past decade: Theoretical concepts, measures, methodologies and challenges. Public Relations Review, 39(1), 85-87. https://doi.org/10.1016/j.pubrev.2012.10.001
Jackson, P., & Center, A. H. (1995). Public Relations Practices: Managerial Case Studies and Problems. Prentice Hall.
Jo, S. (2006). Measurement of organization-public relationships: Validation of measurement using a manufacturer-retailer relationship. Journal of Public Relations Research, 18(3), 225–248. https://doi.org/10.1207/s1532754xjprr1803_2
Khanyile, M. (2018). Essentiality of stakeholder management for university survival. South African Journal of Higher Education, 32(4), 132?148. http://dx.doi.org/10.20853/32-4-1789
Ki, E. J. (2006). Linkages among relationship maintenance strategies, relationship quality outcomes, attitude, and behavioral intentions. Unpublished doctoral dissertation, University of Florida.
Ki, E. J. (2013). A model of an organization–public relationship for the banking industry. Public Relation Review, 39, 216-218. http://dx.doi.org/10.1016/j.pubrev.2013.03.003
Ki, E. J., & Hon, L. C. (2007). Testing the linkages among the organization–public relationship and attitude and behavioral intentions. Journal of Public Relations Research, 19(1), 1-23. https://doi.org/10.1080/10627260709336593
Kim, Y. (2001). Searching for the organization-public relationship: A valid and reliable instrument. Journalism and Mass Communication Quarterly, 78(4), 799-815. https://doi.org/10.1177/107769900107800412
Kim, D. (2018). Examining effects of internal public relations practices on organizational social capital in the Korean context: Mediating roles of employee-organization relationships. Corporate Communications: An International Journal, 23(1), 100-116. https://doi.org/10.1108/CCIJ-01-2017-0002
Kim, J. G., & Park, E. (2017). Relationship among Organization-Public Relationships, external reputation and job satisfaction of workers in small and medium-sized IT enterprises.
Journal of Digital Convergence, 15(9), 125-135.
https://doi.org/10.14400/JDC.2017.15.9.125
Kiousis, S., Popescu, C., & Mitrook, M. (2007). Understanding influence on corporate reputation: An examination of public relations efforts, media coverage, public opinion, and financial performance from an agenda-building and agenda-setting perspective. Journal of Public Relations Research, 19(2), 147-165.
https://doi.org/10.1080/10627260701290661
Köhler, K., & Zerfass, A. (2019). Communicating the corporate strategy. Journal of Communication Management, 23(4), 348-374. https://doi.org/10.1108/JCOM-10-2018-0106
Lafuente-Ruiz-de-Sabando, A., Zorrilla, P., & Forcada, J. (2018). A review of higher education image and reputation literature: Knowledge gaps and a research agenda. European Research on Management and Business Economics, 24(1), 8-16. https://doi.org/10.1016/j.iedeen.2017.06.005
Ledingham, J. A., & Bruning, S. D. (1998). Relationship management in public relations: Dimensions of an organization-public relationship. Public Relations Review, 24(1), 55-65. https://doi.org/10.1016/S0363-8111(98)80020-9
Ledingham, J. A., Bruning, S. D., Thomlison, T. D., & Lesko, C. (1997). The applicability of the interpersonal relationship dimensions to an organizational context: Toward a theory of relational loyalty: A qualitative approach. Academy of Managerial Communication Journal, 1(1), 23-43.
Lee, S., & Choi, J. (2009). The effect of organization-public relationships on corporate image in Korea. Korean Social Science Journal, 36(2), 167-194.
Lee, Y., & Kim, J. N. (2021). On evolving nature of relationship by perspective mutuality: Reconceptualizing relationship typology between organization and its publics. Journalism & Mass Communication Quarterly, 98(1), 148-178.
https://doi.org/10.1177/1077699020949255
Manzoor, S. R., Ho, J. S. Y., & Al-Mahmud, A. (2020). Revisiting the ‘university image model’ for higher education institutions’ sustainability. Journal of Marketing for Higher Education, 1-20. doi: 10.1080/08841241.2020.1781736
Manzuma-Ndaaba, N. M., Harada, Y., Nordin, N., Abdullateef, A. O., & Romle, A. R. (2018). Application of social exchange theory on relationship marketing dynamism from higher education service destination loyalty perspective. Management Science Letters, 8, 1077-1096. doi: 10.5267/j.msl.2018.7.004
Memon, M. A., Ting, H., Cheah, J. H., Thurasamy, R., Chua, F., & Cham, T. H. (2020). Sample size for survey research: Review and recommendations. Journal of Applied Structural Equation Modeling, 4(2), i-xx. https://doi.org/10.47263/JASEM.4(2)01
Moerschell, L., & Novak, S. S. (2020). Managing crisis in a university setting: The challenge of alignment. Journal of Contingencies and Crisis Management, 28(1), 30-40. https://doi.org/10.1111/1468-5973.12266
Mohammed, R. (2014). Organization-Public Relationships practices in university setting. Procedia Social and Behavioral Sciences, 155, 484-489.
https://doi.org/10.1016/j.sbspro.2014.10.326
Mohammed, R., Sharipudin, M. N. (2017). An integrated model to measure Organization-Public Relationship (O-PR) and reputation practices in Malaysian universities. Jurnal Komunikasi: Malaysian Journal of Communication, 33(3), 196-213.
https://doi.org/10.17576/JKMJC-2017-3303-12
Moore, D. S., Notz, W. I, & Flinger, M. A. (2013). The Basic Practice of Statistics (6th ed.). New York, NY: W. H. Freeman and Company.
Muntaha, A., Muktiyo, W., Kartono, D. T., & Sudarmo. (2019). Transparent communication in public agency - communication study of internal organizations in the process of public information services in Sleman regency, Indonesia. Proceeding of the 5th Conference on Communication, Culture and Media Studies, 137-144.
Nguyen, N., & LeBlanc, G. (2001). Image and reputation of higher education institutions in students’ retention decisions. International Journal of Educational Management, 15(6), 303-311. https://doi.org/10.1108/EUM0000000005909
Osobajo, O. A., & Moore, D. (2017). The B2Com relationship: An empirical study of the measure of relationship quality in a business-to-community relationship. International Business Research, 10(7), 118-147. https://doi.org/10.5539/ibr.v10n7p118
Olariu, I. (2017). The use of public relations in projecting an organization’s positive image. Studies and Scientific Researches. Economics edition, 25, 99-104.
Oparaugo, B. (2021). Role of public relations in corporate image building and sustenance. International Journal of Applied Research in Business and Management, 2(1), 26-37. https://doi.org/10.51137/ijarbm.2021.2.1.3
Panda, S., Pandey, S. C., Bennett, A., & Tian, X. (2018). University brand image as competitive advantage: A two country. International Journal of Educational Management, 33(2), 234-251. https://doi.org/10.1108/IJEM-12-2017-0374
Perez, J. P., & Torresm E. M. (2017). Evaluation of the organizational image of a university in a higher education institution. Contaduría y Administración, 62(1), 123–140. http://dx.doi.org/10.1016/j.cya.2016.01.007
Rajaendram, R. (2020). Road to Success, The Star. Retrieved from https://www.thestar.com.my/news/education/2020/04/26/road-to-success
Ramdan, A. M., Rahayu, A., Wibowom L. A., & Dirgantari, P. D. (2021). The effect of uniqueness and student's experience in improving university image: Empirical study at private universities in Indonesia. Management Science Letters, 11, 357-364. doi: 10.5267/j.msl.2020.9.034
Ramli, F. A. A., & Samat, M. F. (2018). Factors contributing the effectiveness in public relation practices. Advances in Business Research International Journal, 4(6), 27-34.
Ramos?Monge, E. L., Llinàs-Audet, X., & Barrena?Martínez, J. (2017). Universities as corporate entities: The role of social responsibility in their strategic management. In Corporate Governance and Strategic Decision Making, 199-215.
http://dx.doi.org/10.5772/intechopen.69931
Rawat, R. K. (2019). Promotion of educational institutions through press and publicity work. Global Media Journal, 17(32), 1-7.
Saunders, M., Lewis, P., & Thornhill, A. (2019). Research Methods for Business Students (8th ed.). Pearson Education Limited.
Sawalha, I. H. (2019). After the crisis: Repairing a corporate image. Journal of Business Strategy. 41(6), 69-80. https://doi.org/10.1108/JBS-04-2019-0075
Schultz, M., Ervolder, L., & Hultén, J. (1997). Part VII: Managing reputation: Pursuing everyday excellence: Integrating corporate culture, identity and image: An emerging industry? Corporate Reputation Review, 1(2), 177-183.
https://doi.org/10.1057/palgrave.crr.1540040
Selin, U. C. (2017). Public relations in service sector and corporate image management: A research in transportation sector. European Scientific Journal, (special edition), 248-256.
Seltzer, T., Gardner, E., Bichard, S., & Callison, C. (2012). PR in the ER: Managing internal organization–public relationships in a hospital emergency department. Public Relations Review, 38, 128-136. doi:10.1016/j.pubrev.2011.12.002
Shen, H. (2011). Organization-employee relationship maintenance strategies: A new measuring instrument. Journalism & Mass Communication Quarterly, 88(2), 398-415. https://doi.org/10.1177/107769901108800210
Siddiqi, A. F. (2014). An observatory note on tests for normality assumptions. Journal of Modelling Management, 9(3), 290-305. https://doi.org/10.1108/JM2-04-2014-0032
Singh, N., & Pandey, A. R. (2017). Role of public relations in image management of an organization. International Journal of Advance Research, Ideas and Innovations in Technology, 3(4), 164-168.
Song, B. L., & Liew, C. Y. (2017). The effectiveness of strategic relationship marketing: Exploring relationship quality towards customer loyalty. International Business Research, 10(12), 159-166.
StudyMalaysia (2020). List of universities in Malaysia. Retrieved from
https://www.studymalaysia.com/education/top-stories/list-of-universities-in-malaysia#:~:text=Did%20you%20know%20that%20there,updated%20as%20at%20September%202019).
Suciyati, V. (2013). The influence of marketing public relation and service quality on corporate image through public opinion: Studies at Mandiri bank. Jurnal Etikonomi, 12(2), 179-199. https://doi.org/10.15408/etk.v12i2.1916
Valentini, C., & Lee, E. (2019). Theories in public relations: Reflections and future directions. Public Relations Inquiry, 8(3), 195–200. https://doi.org/10.1177/2046147X19881227
Vella, K., & Melewar, T. (2008). Explicating the relationship between identity and culture. In T. C. Melewar (Ed). Facets of Corporate Identity, Communication and Reputation, pp. 3-33. London: Routledge.
Vlahovic, M., Nikolic, M., Ivanis, M., Tasic, I., & Terek, E. (2020). The impact of communication models of public relations and organization–public relationships on company credibility and financial performance. Communications, 45(4), 479-502.
https://doi.org/10.1515/commun-2019-2053
Walker, K. (2010). A systematic review of the corporate reputation literature: Definition, measurement, and theory. Corporate reputation review, 12(4), 357-387. https://doi.org/10.1057/crr.2009.26
Waters, R. D. (2008). Applying relationship management theory to the fundraising process for individual donors. Journal of Communication Management, 12(1), 73–87. doi:http://dx.doi.org/10.1108/13632540810854244
Wilkins, S., & Huisman, J. (2013). Student evaluation of university image attractiveness and its impact on student attachment to international branch campuses. Journal of Studies in International Education, 17(5), 607-623. https://doi.org/10.1177/1028315312472984
Yang, S.-U., & Grunig, J. E. (2005). Decomposing organizational reputation: The effects of organization-public relationship outcomes on cognitive representations of organizations and evaluations of organizational performance. Journal of Communication Management, 9(4), 305-325.
https://doi.org/10.1108/13632540510621623
Zaharna, R. S. (2016). Beyond the individualism–Collectivism divide to relationalism: Explicating cultural assumptions in the concept of “Relationships”. Communication Theory, 26(2), 190–211. https://doi.org/10.1111/comt.12058
Zeqiri, M. (2020). Access and its contribution to achieving trust and satisfaction in inter-ethnic relationships. Corporate Communications: An International Journal, 26(1), 205-220. https://doi.org/10.1108/CCIJ-01-2020-0013

In-Text Citation: (Chan et al., 2022)
To Cite this Article: Chan, T. J., Kamal, F. S., & Noordin, W. N. W. (2022). Predictors of Organization-Public Relationship Attributes on University’s Image of a Malaysian Private University. International Journal of Academic Research in Business and Social Sciences. 12(6), 1747 – 1766.