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Antecedents and consequences of university brand identification

journal contribution
posted on 06.08.2019, 00:00 by MS Balaji, SK Roy, Saalem Sadeque
The study proposes and empirically tests a comprehensive model of student-university identification based on social identity theory. This study examines the role of university brand personality, university brand knowledge, and university brand prestige in developing student-university identification. Furthermore, the effects of student-university identification on various university-supportive behaviors such as university affiliation, suggestions for improvement, advocacy intentions, and participation in future activities are examined. Findings reveal that university brand knowledge and university brand prestige plays a key role in determining the student-university identification. In addition, students who identify with their university perceive their destiny as interweaved with the university which drives their desire to engage in university supportive behaviors. Findings suggest that universities should engage in branding activities that develop strong student-university identification in order to enhance the students' university supportive behaviors.

History

Volume

69

Issue

8

Start Page

3023

End Page

3032

Number of Pages

10

eISSN

1873-7978

ISSN

0148-2963

Publisher

Elsevier, USA

Peer Reviewed

Yes

Open Access

No

Acceptance Date

01/12/2015

External Author Affiliations

University of Nottingham Ningbo China; University of Western Australia

Era Eligible

Yes

Journal

Journal of Business Research

Exports