Economics at your fingertips  

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

Parves Sultan () and Ho Yin Wong ()
Additional contact information
Parves Sultan: Central Queensland University
Ho Yin Wong: Deakin University

Journal of Brand Management, 2019, vol. 26, issue 3, 332-347

Abstract: Abstract 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.

Keywords: Service quality; Satisfaction; Trust; Brand performance; Brand image; Behavioural intention (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations: Track citations by RSS feed

Downloads: (external link) Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link:

Ordering information: This journal article can be ordered from

Access Statistics for this article

Journal of Brand Management is currently edited by Joachim Kernstock, Shaun M. Powell, Mark Davies and Urša Golob

More articles in Journal of Brand Management from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla ().

Page updated 2020-01-08
Handle: RePEc:pal:jobman:v:26:y:2019:i:3:d:10.1057_s41262-018-0131-3