Role of brand experience and brand affect in creating brand engagement: a case of higher education institutions (HEIs)

Student brand loyalty to public higher education institution

“…The inclusion of SBE was necessitated by the suggestion that one of the goals of higher schools is to achieve a sense of gratification amongst students and turn them into stakeholders who exhibit engagement behavior with the brand such as positive word-of-mouth [61]. Our findings for the existence of a relationship between student brand engagement and student brand loyalty corresponds with prior research [11].…”

“…It is believed that brand engagement can contribute to improving organizational results such as sales growth, cost reductions, superior profitability, enhanced consumer contributions toward the collaborative product development processes, brand referrals and enhanced co-creative experiences [58]. In recent years CBE has been examined by a number of researchers in various areas of services, such as mobile phone services [59], the hospitality sector [60], the hotel industry [57] and others, but in the field of higher education student brand engagement it is still underresearched [61]. For the purposes of the present study, the definition given by Hollebeek [62] for CBE has been adapted and further developed.…”

Like, comment, and share the university experience: exploring the narratives present in Ontario universities' Instagram profiles

“…"Social media has [...] revolutioniz[ed] how brands and their customers interact with each other" (Farhat et al, 2021 p. 110). Customers become co-creators in the brand experience through their online interactions with the brand's social media sites (Farhat et al, 2021). A study by Farhat et al (2021) investigated the interaction between brands and consumers in social media sites, wherein HEIs were the brand and students engaging online were the consumers.…”

“…Customers become co-creators in the brand experience through their online interactions with the brand's social media sites (Farhat et al, 2021). A study by Farhat et al (2021) investigated the interaction between brands and consumers in social media sites, wherein HEIs were the brand and students engaging online were the consumers. In the case of HEIs, strong brand engagement can motivate current students and alumni to continue interacting and making voluntary contributions in the form of referrals and positive word of mouth (Farhat et al, 2021).…”

“…A study by Farhat et al (2021) investigated the interaction between brands and consumers in social media sites, wherein HEIs were the brand and students engaging online were the consumers. In the case of HEIs, strong brand engagement can motivate current students and alumni to continue interacting and making voluntary contributions in the form of referrals and positive word of mouth (Farhat et al, 2021). One particularly interesting variable that Farhat et al (2021) looked at was the intellectual brand experience which was defined as the content consumed by the audience that encouraged them to seek more information and gain new perspectives on the brand (i.e., the HEIs).…”