Does diversity hurt students’ feeling of oneness? A study of the relationships among social trust, university internal brand identification, and brand citizenship behaviors on diversifying university campuses

Qingjiang (Q. J.) Yao, Mary C. Martin, Hsin-Yen Yang and Scott Robson

Journal of Marketing for Higher Education, 2019, vol. 29, issue 2, 209-229

Abstract: Based on a representative sample of students from four public universities in a Midwestern state, this study finds that universities’ campus diversity has positive influences on their students’ diversity awareness and social trust and no negative effects on those universities’ internal brand identification. Diversity awareness and ethnic identity are positively associated with university brand citizenship behaviors. Social and news media uses also positively predict diversity awareness, university internal brand identification, or brand citizenship behaviors that protect and promote the university’s brand voluntarily.

Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:taf:jmkthe:v:29:y:2019:i:2:p:209-229

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DOI: 10.1080/08841241.2019.1638482

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