scholarly journals You are what you communicate: on the relationships among university brand personality, identification, student participation, and citizenship behaviour

2021 ◽  
pp. 1-22
Author(s):  
Fahmida Naheen ◽  
Tamer H. Elsharnouby
Keyword(s):  
Brand Personality ◽  
Student Participation ◽  
University Brand

Brand management in higher education: The University Brand Personality Scale

2016 ◽  
Vol 69 (8) ◽  
pp. 3077-3086 ◽  
Author(s):  
Philipp A. Rauschnabel ◽  
Nina Krey ◽  
Barry J. Babin ◽  
Bjoern S. Ivens
Keyword(s):  
Higher Education ◽  
Brand Management ◽  
Brand Personality ◽  
Personality Scale ◽  
The University ◽  
Brand Personality Scale ◽  
University Brand

Assessing the effect of university brand personality and attitude towards donation on alumni donor behavioural intention: Malaysian perspective

2019 ◽  
Vol 13 (4) ◽  
pp. 377
Author(s):  
Fakhrul Anwar Zainol ◽  
Phoon Lee Yong ◽  
Selvan Perumal ◽  
Hasnizam Shaari ◽  
Salniza Md. Salleh
Keyword(s):  
Brand Personality ◽  
Behavioural Intention ◽  
University Brand

Student Participation Behaviour outside the Classroom

2016 ◽  
Vol 7 (1) ◽  
pp. 27-41 ◽  
Author(s):  
Tamer H. Elsharnouby
Keyword(s):  
Structural Equation ◽  
Student Participation ◽  
Equation Modeling ◽  
Future Research ◽  
Gulf Region ◽  
Study Results ◽  
Managerial Implications ◽  
University Services ◽  
University Brand

Drawing on literature pertaining to services marketing, branding and higher education, this study empirically identifies the antecedents of student attitude towards university brand and examines the influence of brand attitude on student participation behaviour in the university services provision. With data collected from 379 students from a leading university in the Gulf region and using structural equation modeling, the study identifies three key antecedents of students' attitude — namely, perceived faculty competency, quality of interactions among students and quality of student–administrative/IT staff interaction. The study results also suggest that a favourable evaluation of university brand in students' minds will enhance their propensity to participate actively in university services provision. The paper concludes by discussing the managerial implications of the findings, and some directions for future research are suggested.

Assessing the effect of university brand personality and attitude towards donation on alumni donor behavioural intention: Malaysian perspective

2019 ◽  
Vol 13 (4) ◽  
pp. 377 ◽  
Author(s):  
Hasnizam Shaari ◽  
Salniza Md. Salleh ◽  
Phoon Lee Yong ◽  
Selvan Perumal ◽  
Fakhrul Anwar Zainol
Keyword(s):  
Brand Personality ◽  
Behavioural Intention ◽  
University Brand

scholarly journals Antecedents and Consequences of University Brand Identification

2021 ◽  
Vol 3 (1) ◽  
pp. 87-110
Author(s):  
Roshan Bhadel ◽  
Govinda Tamang
Keyword(s):  
Positive Impact ◽  
Brand Personality ◽  
Primary Data ◽  
Brand Knowledge ◽  
Descriptive Research ◽  
Antecedents And Consequences ◽  
The Impact ◽  
University Affiliation ◽  
Brand Prestige ◽  
University Brand

This research aims to examine the impact of university brand personality, university brand knowledge and university brand prestige on university identification. The study also aims to examine the impact of university identification on advocacy intentions, suggestions for improvements, university affiliation and participation in future activities. In order to execute the study, descriptive research design has been implemented. The study is based on primary data collected through structured questionnaire. A total of 285 respondents have been taken for this study. The findings of the study revealed that all three antecedents; university brand personality, university brand knowledge and university brand prestige has significant positive impact on university identification. Among three antecedents, university brand knowledge has the greatest impact on university identification. Similarly, the findings also revealed that there is significant positive impact of university identification on advocacy intentions, suggestions for improvements, university affiliation and participation in future activities. Likewise, the greatest consequence of university identification is advocacy intentions.

Sign in / Sign up

Export Citation Format

Share Document