Brand identification in higher education: A conditional process analysis

Abstract

The study makes important theoretical contributions to the branding literature by emphasizing the mediating role of brand identification and by examining the moderating effects of time on these variables. The results also inform marketing of higher education, suggesting that universities which focus on offering great academic experiences to their students will be more effective in developing strong brand identification over time which in turn leads to greater brand loyalty and brand support.

Role of Social Media Marketing Activities (SMMAs) in Apparel Brands Customer Response: A Moderated Mediation Analysis

“…To test the mediation and moderated mediation impact, we used conditional process modeling (PROCESS macro) for SPSS [30]. PROCESS macro has been used in various studies recently published in prestigious journals [68,69]. PROCESS macro enabled us to conduct mediation (Hayes Model 4) and moderated mediation (Hayes Model 7) tests to assess the indirect effects of FSMMAs (likes, followers, viewers, subscribers) on customer response through the mediating mechanisms of brand equity at different levels of SSMMAs (interaction, sharing, trendiness).…”

Far apart yet close by: Social media and acculturation among international students in the UK

“…Once they achieve their academic goal, they tend to have a higher perceived value towards the university for providing them with a quality academic service. Chinese international students' successful academic performance leads to their overall positive perception of their overseas studying experience and university brand, which will lead to their university loyalty in terms of their proactive promotion of their UK universities to prospective students (Palmer, Koenig-Lewis, & Asaad, 2016). Therefore, we propose the hypothesis: H3: Higher level of academic achievement has a positive impact on university perceived value among Chinese international students.…”

“…The arrival of international students is seen as a great contribution to these countries culturally and economically. Universities nowadays are operating in the context of intensified international competition for recruiting international students (Hemsley-Brown & Oplatka, 2014;Palmer, Koenig-Lewis & Asaad, 2016). To improve international students' experience in their university education and help them achieve academic success, student support services have been making a great deal of effort to help international students fit in and overcome acculturative stress.…”

Facebook and Public Relations in Higher Education

“…As universities and their faculties find themselves operating within dynamic competitive and challenging environments, designing a strong marketing strategy becomes a necessary priority for them to achieve their marketing goals. Therefore topics such as brand (Rauschnabel et al, 2016;Rutter, Roper & Lettice, 2016;Palmer, Koenig-Lewis, & Assad, 2016), image (Azoury & El Khoury, 2014;Eger, Egerova, & Pisonova, 2018;Luque-Marinez & Del Barrio Garcia, 2009;Pérez & Torres, 2017), university reputation (Azoury & El Khoury, 2014;Juraskova, Jirikova, & Kocourek, 2015;Sultan & Wong, 2013), in particular focused on recruitment performance (Rauschnabel et al, 2016;Rutter, Roper, & Lettice, 2016), take on increased significance. Nowadays, social media represents a phenomenon which can drastically impact brand´s reputation, image of educational organization and as result also student recruitment (Rutter, Roper, & Lettice, 2016).…”