Empirically examining the psychological mechanism of a loved and trusted business school brand

Dass, Sumanjit; Popli, Sapna; Sarkar, Abhigyan; Sarkar, Juhi Gahlot; Vinay, M

doi:10.1080/08841241.2020.1742846

Cited by 15 publications

(12 citation statements)

References 60 publications

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“…The positive relationship between trust and commitment (H5) confirms, for both countries, how commitment represents an outcome of trust, thus corroborating previous studies (Dass et al 2020;Dennis et al 2016;Helen and Ho 2011;Hennig-Thurau et al 2001;Jillapalli and Jillapalli 2014;Pedro et al 2020;Pinar et al 2020;Rojas-Mendez et al 2009;Schlesinger et al 2017;Yousaf et al 2020). In detail, the development of students' trust toward their institution can lead to the building of committed studentuniversity relationships, which may continue beyond graduation.…”

Section: Discussion Of the Resultssupporting

confidence: 85%

“…By focusing on commitment's possible antecedents, some authors (Dennis et al 2016;Frasquet et al 2012;Hennig-Thurau et al 2001;Jillapalli and Jillapalli 2014;Rojas-Méndez et al, 2009;Schlesinger et al 2017) have analysed the role of trust in reducing anxieties and dissonances in the HE relationships. When students develop trust in their institution during their degree course, it will be easier for them to build committed relationships with it (Dass et al 2020;Jillapalli and Jillapalli 2014;Pinar et al 2020;Yousaf et al 2020), which may extend beyond their graduation. Moreover, Dennis et al (2016) found that trust can enhance the efficiency of a relationship with a consequent positive effect on satisfaction and commitment.…”

Section: Commitmentmentioning

confidence: 99%

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Does trust play a role when it comes to donations? A comparison of Italian and US higher education institutions

et al. 2020

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Higher education institutions (HEIs) have experienced severe cutbacks in funding over the past few years, with universities examining options for alternative funding streams, such as alumni funding. Identifying the factors influencing their alumni's intentions to invest in their alma mater can be of significant importance when establishing a sustainable revenue stream. Within this context, empirical research on the potential role of trust is scarce. This paper aims to deepen the analysis of the relationship between alumni trust and engagement as well as three outcomes, namely support, commitment, and attitude toward donation. A structural equation model was tested on two samples of US (n = 318) and Italian (n = 314) alumni. Although both countries are affluent and developed countries, the USA has an established tradition of alumni donations, which is not such a developed practice in Italy. For both countries, results confirm that engagement is an antecedent of trust, which in turn leads to the three investigated outcomes (support, commitment, and attitude toward donations). In contrast, the effect of commitment on attitude toward donations is significant only for the USA universities. The paper has interesting theoretical and managerial implications. From a theoretical point of view, the study aims to address a gap concerning the role of trust in the HE context. Managerially, the study has significant implications for universities that want to change alumni attitude toward donations.

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Section: Discussion Of the Resultssupporting

confidence: 85%

Section: Commitmentmentioning

confidence: 99%

Does trust play a role when it comes to donations? A comparison of Italian and US higher education institutions

et al. 2020

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“…Some authors determine that knowledge about the drivers influencing student loyalty is of great strategic importance to the institutions of higher education [36]. Several possible drivers of student loyalty and university brand loyalty/HEIs brand loyalty have been discussed previously and this study builds on previous research [7,11,18,30,31,37,38,39], that focused on relationships between student loyalty and trust in institution/personnel, emotional commitment to the institution, perceived quality of teaching, student satisfaction, relationship quality, student engagement, brand experience, university performance, brand attitude, intensity of use, brand support, brand associations, brand information dissemination and sufficiency, brand love.…”

Section: Drivers Of Student Brand Loyaltymentioning

confidence: 82%

Student brand loyalty to public higher education institution

Dimitrova

Ilieva

2021

Мiждисциплiнарнi дослiдження складних систем

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The purpose of this study is to investigate and reveal the relationships between student brand loyalty (SBL) and the four composite variables: brand associations (BA), brand information dissemination and sufficiency (BIDS), perceived quality (PQ), student brand engagement (SBE). The paper also explores possible relations between SBE and the constructs BA, BIDS, PQ. An empirical study was conducted among 250 students of 3 faculties in a public university in Bulgaria. The analysis included the maximum likelihood-ratio chi-square test (G-test), correspondence and multiple correspondence analysis. The results demonstrate a significance of all dependences among variables of the research model except between SBE and BA, PQ. Additionally, there has been little work on SBL relationships to select variables. This study contributes to filling this gap in the research. The suggested research frame provides a useful toolkit in aid of higher education policymakers for diagnosing and upgrading the SBL.

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“…This implies a sense of passion, consecration, affection, and excitement towards the university brand and testimonies to recommend it (Vianden and Barlow, 2014;Dass et al, 2020). It can further be explained as emotional behaviour expressed by students whose expectations have been fulfilled by their HEI (Dass et al, 2020).…”

Section: University Brand Lovementioning

confidence: 99%

“…It is theorised that the student psychological contract establishes an exchange relationship between students and staff, which is expected to prompt university brand love (Webber et al, 2013;Vianden and Barlow, 2014;Dennis et al, 2016). This implies a sense of passion, consecration, affection, and excitement towards the university brand and testimonies to recommend it (Vianden and Barlow, 2014;Dass et al, 2020). It can further be explained as emotional behaviour expressed by students whose expectations have been fulfilled by their HEI (Dass et al, 2020).…”

Section: University Brand Lovementioning

confidence: 99%

The Student Psychological Contract as a Predictor of University Brand Evangelism in Tanzanian Higher Education:

Amani¹

2022

IJAHE

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This study sought to extend empirical and theoretical understanding of university brand evangelism as an outcome of the student psychological contract in the higher education sector. The conceptual model was developed and tested using structural equation modeling on 451 students at two colleges of higher education in Tanzania. The findings indicate that the student psychological contract influences university brand love en route to university brand evangelism. Thus, university operations should be well-defined by a social contract that stipulates the obligations of both students and staff. For students to engage in university brand evangelism, higher education institutions must fulfill their expectations as stipulated in the contract. More specifically, their staff should fulfill their obligations emanating from promises made to students. This calls for specific standard procedures to fulfill expectations and thus optimize university brand evangelism. Key words: Higher education sector, higher education institutions, university, branding strategies, student psychological contract, university brand evangelism

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Empirically examining the psychological mechanism of a loved and trusted business school brand

Cited by 15 publications

References 60 publications

Does trust play a role when it comes to donations? A comparison of Italian and US higher education institutions

Does trust play a role when it comes to donations? A comparison of Italian and US higher education institutions

Student brand loyalty to public higher education institution

The Student Psychological Contract as a Predictor of University Brand Evangelism in Tanzanian Higher Education:

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