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How service quality affects university brand performance, university brand image and behavioural intention: The mediating effects of satisfaction and trust and moderating roles of gender and study-mode

journal contribution
posted on 07.12.2018, 00:00 by Parves SultanParves Sultan, H.Y. Wong,
University-brand (UniBrand) is a recent concept, and its theoretical modelling is still somewhat inadequate. This paper examines how perceived service quality affects UniBrand performance, UniBrand image and behavioural intention. Using an online student survey, the present study obtained 528 usable responses. The conceptual model was validated using structural equation modelling. The study makes an innovative theoretical contribution by establishing a relationship between experience-centric brand performance and brand image, and the antecedents and consequences of this link. In addition, student satisfaction and trust were demonstrated to mediate the relationship between perceived service quality, brand performance, brand image and behavioural intention in a higher education context. However, there were no moderating effects of gender or mode–of–study on the model, confirming that the model is invariant across these variables. Overall, this model suggests the importance of experience-centric service quality attributes and how they affect university branding strategies for sustained positive intentions.

History

Start Page

1

End Page

16

Number of Pages

16

ISSN

1350-231X

Publisher

Palgrave Macmillan

Peer Reviewed

Yes

Open Access

No

Acceptance Date

15/06/2018

External Author Affiliations

Deakin University

Era Eligible

Yes

Journal

Journal of Brand Management