Brand evangelism among university students: a study on antecedents
The role of the brand in higher education has been considered as very important. The brand is possibly the most important connection a prospective student has with an institution. The brand of a University carries with it a promise of a particular level of service and student outcomes. In the cas...
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Main Authors: | , |
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Format: | Conference or Workshop Item |
Language: | English |
Published: |
2018
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Subjects: | |
Online Access: | http://eprints.unisza.edu.my/1662/1/FH03-FESP-18-14477.pdf http://eprints.unisza.edu.my/1662/ |
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Institution: | Universiti Sultan Zainal Abidin |
Language: | English |
Summary: | The role of the brand in higher education has been considered as very important.
The brand is possibly the most important connection a prospective student has with an
institution. The brand of a University carries with it a promise of a particular level of service
and student outcomes. In the case of education, the service is more than a simple set of tangible
features but is a complex bundle of benefits that satisfy customer’s needs. As universities
around the world are expanding their marketing campaign, prospective students undertake a
complex consumer decision making process when it comes to selecting a university to attend,
and branding becomes a means to simplify their selection process. In today’s highly connected
marketplace, contemporary organizations like higher education institutions are also paying
careful attention to a relatively smaller, but highly influential, group of consumers called brand
evangelists who embrace their brands intensely, actively disseminate brand related
experiences to others, attempt to recruit others to experience the brand, and dissuade others
from consuming rival brands. Hence this study attempt to study on the antecedents of brand
evangelism among university students in Malaysia. Specifically, this study examines the
relationship between customer orientation, competitor orientation, interfunctional
coordination, brand orientation and perceived quality, university reputation and emotional
environment with brand evangelism. A study focused on public and private Higher Education
Institutions (HEIs) in East Coast of Peninsular Malaysia. Samples of 593 university students
were collected via survey questionnaire. The study utilized Structural Equation Modeling
statistical technique to test the study hypotheses. Results shown that customer orientation,
brand orientation and perceived quality, university reputation and Emotional Environment
were positively effect on brand evangelism among students in university. Nevertheless,
customer orientation and interfunctional coordination were not significantly related to brand
evangelism. |
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