The mediating effect of brand identity on brand knowledge and the operational development of universities
Chin-Tsu Chen
Background: In the research field of Taiwanese university education and from the viewpoint of university institutions, brand knowledge plays a crucial role in their development. Objectives: The main purpose of this study was to explore how the reputation and images of universities affect their competitiveness development from the perspective of brand knowledge. Method: The study collects information from 600 questionnaire surveys issued to students and graduates of universities in Taiwan, receiving 468 valid questionnaires. Results: The results analysed by structural equation modelling show that: (1) brand awareness has a significant positive influence on brand identity; (2) brand image has a significant positive influence on brand identity; (3) brand identity has a significant positive influence on satisfied experience sharing; (4) brand identity has a significant positive influence on recommendation to others; and (5) brand awareness and brand image both exert an influence on satisfied experience sharing and recommendation to others through the mediating effect of brand identity. Conclusion: The brand identity model developed in the study for evaluating the effects of higher education institutions helps to explain and predict the influence of brand knowledge on the word-of-mouth communication behaviour of university students. These results should help effectively shape the individual association of schools and provide a reference for the marketing strategy development of higher education institutions.
Year of publication: |
2019
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Authors: | Chen, Chin-Tsu |
Published in: |
South African journal of business management. - Cape Town : African Online Scientific Information Systems, ISSN 2078-5976, ZDB-ID 2068390-X. - Vol. 50.2019, 1, p. 1-11
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Subject: | Brand knowledge | school image | brand awareness | brand identification | word-of-mouth | Markenimage | Brand image | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Hochschule | Higher education institution | Virales Marketing | Viral marketing | Markenartikel | Brand |
Saved in:
freely available
Type of publication: | Article |
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Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
Language: | English |
Other identifiers: | 10.4102/sajbm.v50i1.416 [DOI] hdl:10419/218702 [Handle] |
Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012157745
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