Trust school program: Examining the impact of perceived value on companies’ attitudes towards the program and willingness to sponsor | [Science International • 2020]

Author(s):

1. Siti Z. Sahak: Arshad Ayub Graduate Business School, Universiti Teknologi MARA, 40450 Shah Alam, Malaysia

2. Nooraini Mohamad Sheriff: Arshad Ayub Graduate Business School, Universiti Teknologi MARA, 40450 Shah Alam, Malays

3. Zaitun Udari: Arshad Ayub Graduate Business School, Universiti Teknologi MARA, 40450 Shah Alam, Malaysia

4. Nurfatin Ramlan: Arshad Ayub Graduate Business School, Universiti Teknologi MARA, 40450 Shah Alam, Malaysia

5. Muhammad A. A. Mohamad: Arshad Ayub Graduate Business School, Universiti Teknologi MARA, 40450 Shah Alam, Malaysia

Abstract:

The Malaysian Government has initiated a Trust School Program to enhance education quality through the public-private partnership platform. This present study aims to i) examine the impact of perceived value on the companies' attitudes towards the program and, ii) to investigate the influence of attitude on willingness to sponsor the program. Data were obtained from 30 companies in Malaysia. The results of the regression analysis indicated that perceived value was positively influenced the participants' attitudes towards the program, and this positive attitude strongly predicted the participants' willingness to sponsor the program. The findings of the study indicated the significant roles of perceived value in creating the potential sponsors' favorable attitudes for the program. Managerially, in building the marketing communication contents, emphasis may be given on the social benefit and quality offered by the program.

Page(s): 279-282

DOI: DOI not available

Published: Journal: Science International, Volume: 32, Issue: 3, Year: 2020

Keywords:

perceived value , willingness to sponsor , TrustSchool Program , publicprivate partnership

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