 Antecedents and consequences of university brand identificationM.S. Balaji, Sanjit Kumar Roy and Saalem Sadeque Journal of Business Research, 2016, vol. 69, issue 8, 3023-3032 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. Keywords: University identification; Social identity theory; University brand; Higher education; Advocacy intentions; Supportive behaviors (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:69:y:2016:i:8:p:3023-3032 DOI: 10.1016/j.jbusres.2016.01.017 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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