Antecedents and consequences of university brand identification

M. S. Balaji, Sanjit Kumar Roy, Saalem Sadeque

Research output: Journal PublicationArticlepeer-review

68 Citations (Scopus)

Abstract

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.

Original languageEnglish
Pages (from-to)3023-3032
Number of pages10
JournalJournal of Business Research
Volume69
Issue number8
DOIs
Publication statusPublished - 1 Aug 2016
Externally publishedYes

Keywords

  • Advocacy intentions
  • Higher education
  • Social identity theory
  • Supportive behaviors
  • University brand
  • University identification

ASJC Scopus subject areas

  • Marketing

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