Linkage between Students’ Skills and Employability: Moderating Influence of University Reputation

Zhang, Hongyu; Khaskheli, Asadullah; Raza, Syed Ali; Masood, Amna

doi:10.1057/s41299-023-00169-9

Cited by 3 publications

(1 citation statement)

References 106 publications

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“…Thus, a high reputation university evokes higher student pride and satisfaction and strengthens student-brand relationships than a less prestigious one, and fosters brand value creation. This supports the work of Zhang et al. (2023) and Simiyu et al.…”

Section: Discussionsupporting

confidence: 90%

Promoting university brand through student co-creation behaviors: the role of online brand posts

Vo,

Le,

Duong

2024

JTS

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PurposeThis study investigates the role of social media brand posts on customer response and whether said impacts foster engagement in brand co-creation behaviors, especially in the higher education sector. The study further explores the moderating role of a university's reputation in strengthening the effects on student response and co-creation behaviors.Design/methodology/approachThe authors conducted this research by using the dual processes of the heuristic–systematic model to understand the effects of brand post‐characteristics on student’s responses and behaviors. A dataset obtained from a survey of 755 students was employed to estimate the proposed research model.FindingsThe results illustrated two key characteristics of brand posts, namely argument quality (systematic processing) and quantity of posts (heuristic processing), positively affect cognitive and affective responses, thus encouraging students to co-create value for a university brand. Moreover, our study also found that university reputation plays a significant moderating role in strengthening the relationship between recipients’ responses and co-creation behavior.Originality/valueOnline brand posts not only enable institutions to exchange brand information but also allow students to contribute their own resources to co-create brand value. Thus, the study findings can help brand managers successfully implement co-branding efforts and foster students in the co-creation process.

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Section: Discussionsupporting

confidence: 90%

Promoting university brand through student co-creation behaviors: the role of online brand posts

Vo,

Le,

Duong

2024

JTS

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How spirituality affects individuals’ attitudes towards corporate social responsibility: a moderated mediation model

Huang,

Chen,

Hussain

et al. 2024

Humanit Soc Sci Commun

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Research on individuals’ attitudes toward corporate social responsibility (CSR) from a micro level has increasingly emerged in recent years, yet the role of spiritual values and principles has been ignored as its antecedents in extant literature. To fill the research gap, we examine the relationship between spirituality and individual CSR attitudes and further analyze this relationship by revealing the mediating role of idealism and the moderating role of relativism. Data were gathered from a two-wave survey conducted in Pakistan and 147 questionnaires were collected. The results indicate that spirituality is positively related to CSR attitudes, and this relationship is mediated by idealism. Relativism strengthens not only the positive relationship between spirituality and idealism but also the indirect relationship between spirituality and CSR attitudes via idealism. The findings contribute to the research on the micro-foundations of CSR by taking spirituality into account. Theoretical and practical implications for future research are also discussed.

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The relations of social competence and mental well-being by perception of giftedness in gifted students

Jung

2024

High Ability Studies

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Linkage between Students’ Skills and Employability: Moderating Influence of University Reputation

Cited by 3 publications

References 106 publications

Promoting university brand through student co-creation behaviors: the role of online brand posts

Promoting university brand through student co-creation behaviors: the role of online brand posts

How spirituality affects individuals’ attitudes towards corporate social responsibility: a moderated mediation model

The relations of social competence and mental well-being by perception of giftedness in gifted students

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