This paper intends to explore a stakeholder perspective in extending the context of citizenship behaviour to students in private higher education institutions (HEI) in Malaysia. Since the convergence of Service-Dominant logic in marketing and branding literature, the understanding of consumers‘ citizenship behaviour is moving from"concerned citizenship" to "partnership". While many studies have examined the power shift of consumers in the service industry, the partnership or stakeholder view should be implied and applied in the context of private higher education uniquely since student value creation activities determine the success/failure of a private HEI.

citizenship behaviour, branding, private higher education,