Page 72 - Azerbaijan State University of Economics

THE JOURNAL OF ECONOMIC SCIENCES: THEORY AND PRACTICE, V.75, # 2, 2018, pp. 64-78

In the second phase, two multiple linear regressions were conducted to test the
following hypotheses:

H1: Co-communication has a positive impact on choosing a university over others
H2: Brand reflection has a positive impact on choosing a university over others
H3: Co-communication has a positive impact on recommending a university
H4: Brand reflection has a positive impact on recommending a university
Regression Analysis

Two multiple linear regressions were analyzed to explore if co-communication and
Brand reflection predict university enrollment decision and recommending the
university. The first multiple linear regression was conducted to examine if brand
reflection and co-collaboration predicted university enrollment decision. Table 2
reflects that the adjusted R square is significant at .59 which moderately explains the
model. It was discovered that Co-communication was highly significant on choosing
a university over another (p value = 0.00). Brand reflection was also highly significant
on choosing a university over another (p value = 0.00).

Table 2: The unstandardised and standardised regression coefficients for brand
reflection and co-communication entered into enrollment decision model
________________________________________________
Variable B SE B B
_________________________________________________
Brand Reflection score 1.28 .09 .74
Co-Communication score .39 .09 .23
_________________________________________________
p < 0.01

Regression 1: ̂ = 4.862 + 0.390 + 1.275
1
Std. error (0.09) (0.09)
t stat 4.18 13.69

The results indicate that co-communication is significant at the 0.01 level. Therefore,
co-communication has a positive impact on choosing a university over others.

Brand reflection is also significant at the 0.01 level. Therefore, brand reflection has a
positive impact on choosing a university over others.

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