What constitutes student–university brand relationship? Malaysian students’ perspective

Abstract

student-university brand relationship is relatively KEYWORDS limited. Underpinned by social exchange theory, this study proposes student-university brand relationship formation that Strategic marketing;customer-brand relationship; comprises of utility (UV), hedonic (HV) and relational values (RV) as customer values; brand the antecedents, brand relationship quality (BRQ), as the mediator, relationship quality; brand and brand resonance (BR) as the consequence of CBR. With a set resonance; social exchange of usable data from 701 samples of Malaysian postgraduate theory; higher education students, the structural equation modelling (PLS) was utilized. The results reveal the mediating effect of BRQ in the relationships between customer values (UV, HV and RV) and BR. Therefore, considering student's psychological ties as the focus in brand relationship strategy can help the university to understand how to create a greater bonding and favourable university's brand relationship response.

Lifelong good soldiers of higher education institutions: driving factors and obstructions of alumni loyalty

“…Service quality and trust in faculty also indirectly influence these constructs. Such results are in line with the findings of previous studies (e.g., Perin et al 2012;Snijders et al 2019Snijders et al , 2020Hashim et al 2020). In addition, we found that the relationships between cognitive commitment and three loyalty constructs were nonsignificant.…”

“…Our research echoes Hennig-Thurau et al (2001) that SQ, trust in faculty, and institution RQ are critical for universities to trigger alumni's behavioral intentions. If one did not experience decent SQ, nor build trust in faculty and high institution RQ with the university they attended, the relationship between the person and his/her alma mater would be fragmented or awful (Hashim et al 2020;Pedro et al 2020) which would neither trigger positive WOM nor encourage usage of further education services (Snijders et al 2020).…”

Análisis de las estrategias de marketing relacional en instituciones de educación superior de Colombia y España

“…Además, las estrategias del marketing educativo son crear y facilitar a los clientes-consumidores, en este caso los estudiantes, el poder interactuar en situaciones de aprendizaje participativo dentro y fuera de contextos educativos, con la convicción de que el aprendizaje es un proceso vivencial, fruto de la reflexión, la discusión, el análisis, la interacción (Khoshtaria et al, 2020) y retroalimentación grupal (Naranjo, 2011). Esto mismo, es el proceso de investigación de necesidades sociales, tendientes a desarrollar y a la elaboración de nuevos proyectos educativos que cumplan con las necesidades de las mismas (Hashim et al, 2020), asimismo generando un crecimiento del individuo, esto a través del desarrollo de los servicios educativos (Solís, 2004).…”

Hate towards brands of educational institutions: she hates for ideology, and he hates for previous experiences

“…, 2020). Recent efforts to study CBRs in the educational scenario, such as the research of Hashim et al. (2020), evidenced significant effects of brand relationship quality on brand resonance.…”

“…For this reason, the management of consumer-brand relationships (CBRs) is a resource that drives brand equity and loyalty (Mahlke et al, 2020). Recent efforts to study CBRs in the educational scenario, such as the research of Hashim et al (2020), evidenced significant effects of brand relationship quality on brand resonance. However, the studies are more oriented to the positive impacts of relationships than to the negative consequences (Zarantonello et al, 2016).…”