From First Encounter to Future Expectations: How Brand Touchpoints Shape Student Brand Evangelism Through Institutional Reputation

Sarwono Nursito, Anis Marjukah, Sukasih Ratna Widayanti and Fery Firmansah

Economic Studies journal, 2026, issue 5, 175-197

Abstract: Intensifying competition in private higher education necessitates understanding how student experiences translate into brand outcomes. While prior studies focused on isolated interactions, limited research has examined how multi-stage brand touchpoints collectively shape student brand evangelism and its underlying mechanisms. Addressing this gap, this study examines how pre-admission, during-course, and student-perceived post-graduation touchpoints influence brand evangelism via institutional reputation. Data from 375 Indonesian private higher education institutions' students were analysed using PLS-SEM. Findings show all three touchpoints significantly influence evangelism, with pre-admission touchpoints having the strongest direct effect. Perceived post-graduation touchpoints contribute most to institutional reputation, which positively influences evangelism and mediates cumulative student experiences. The study extends customer-brand relationship theory by showing that relationship formation begins before enrolment, introducing a student lifecycle-based model, and positioning reputation as a key mechanism transforming experiential value into advocacy. Practically, private universities should strategically orchestrate coherent touchpoints to build reputational capital and foster student-driven advocacy in competitive emerging markets.

JEL-codes: I23 L10 M10 M31 (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:bas:econst:y:2026:i:5:p:175-197

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