Factors Influencing Reputation of a Malaysian Private University from a Strategic Communication Management Perspective

Reputation studies have gained attention tremendously as a significant area of research in corporate communication and business-related studies. Universities today realized the importance having solid reputation to attract their stakeholders, mainly students (customers) they are largest stakeholder for survival university. This study aims investigate predicting factors tangible intangible resources impacts on university private Klang Valley from student’s perspective. The applied Resource-Based View Theory an underpinning theory explain these relationships. quantitative survey design generated 400 valid responses. data were analyzed using descriptive statistics multiple regression analysis. findings revealed that (university logo, facilities) heritage, image) predictors university's reputation, where heritage appears be prominent predictor among other determinants. current contributed marketing scholarship by clarifying gaps between image two different constructs. has called upon management department pay determinants highlighted, especially it is unique selling point institution differentiate its rivals. Conclusion, implications, suggestions future also discussed.