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International Review on Public and Nonprofit Marketing
Erschienen in: International Review on Public and Nonprofit Marketing 3/2022

27.09.2021 | Original Article

A structural evaluation of university identification

verfasst von: Hulya Bakirtas, Vildan Gulpinar Demirci

Erschienen in: International Review on Public and Nonprofit Marketing | Ausgabe 3/2022

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Abstract

This study empirically analyzes a comprehensive model of university identification. The study investigates the role of university brand personality (UP), university brand knowledge (UBK), university brand prestige (UBP) in improving university identification (UI) in terms of stakeholders. The study also explores whether  UI elicited brand-supportive behaviors such as suggestions for improvements, university affiliation (UA), advocacy intentions (AI) and participation in future activities of stakeholders. The model is analyzed using data collected from local people, students and employees of a public university. A total of 1000 usable surveys were obtained. The structural equation modeling was used to analyze hypotheses. The study contributes to this literature by enhancing our understanding of under-researched university identification in higher education. The results show that UBK and prestige positively affect university identification. Additionally, university identification is positively associated with suggestions for university improvements (SUI),  UA AI and participation in future university activities (FUA) of stakeholders.
Vorheriger Artikel Correction to: Brand love and party preference of young political consumers (voters)
Nächster Artikel Would you like to donate your reward points today? Mental accounting and checkout charity

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Metadaten
Titel
A structural evaluation of university identification
verfasst von
Hulya Bakirtas
Vildan Gulpinar Demirci
Publikationsdatum
27.09.2021
Verlag
Springer Berlin Heidelberg
Erschienen in
International Review on Public and Nonprofit Marketing / Ausgabe 3/2022
Print ISSN: 1865-1984
Elektronische ISSN: 1865-1992
DOI
https://doi.org/10.1007/s12208-021-00313-3

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