Brand ambidexterity and commitment in higher education: An exploratory study

Bang Nguyen, Xiaoyu Yu, T.C. Melewar and Jane Hemsley-Brown

Journal of Business Research, 2016, vol. 69, issue 8, 3105-3112

Abstract: The study investigates a university's brand ambidexterity strategy and its effects on brand image, reputation, and commitment in higher education. A research model integrates the determinants of university-specific brand performance and proposes that commitment toward a particular university is influenced by (a) brand ambidexterity, that is, exploratory and exploitative orientations, and (b) student level responses, these being the students' perceptions with brand image and reputation leading to increased commitment with the university. Findings suggest that when students choose to commit for the study of a postgraduate degree, a variety of factors influence their decision, of which the brand performance and brand image constructs play major roles; interestingly, brand reputation is less important. The framework helps university managers in designing appropriate strategies to influence students' commitment toward the university to, for example, continue their postgraduate studies. Implications exist for broader brand management and customer management approaches that include up and cross-selling schemes.

Keywords: Brand ambidexterity; Exploratory strategy; Exploitative strategy; Brand performance; Brand image; Brand reputation (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (13)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:69:y:2016:i:8:p:3105-3112

DOI: 10.1016/j.jbusres.2016.01.026

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