Wymer, Walter

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https://opus.uleth.ca/handle/10133/4542

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Browsing Wymer, Walter by Subject "Brand image"

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    The influence of university brand image, satisfaction, and university identification on alumni WOM intentions
    (Springer, 2021) Schlesinger, Walesska; Cervera-Taulet, Amparo
    This study investigates the influence of university brand image, satisfaction, and alumni’s university identification on positive word-of-mouth (WOM) intentions. The model is tested using data collected from a sample of 1000 university alumni, an important and under-researched stakeholder group. A contribution is provided by enhancing our understanding of key under-researched relationships. University brand image was found to be a key driver of alumni positive WOM intentions, due to its direct and indirect influences. The study also identified the mediating roles of alumni’s university identification and satisfaction. The influence of university brand image on alumi WOM is partially accounted for through its influence on alumni satisfaction and alumni’s university identification.
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    Nonprofit brand strength's moderational role
    (Ekonomski fakultet u Osijeku, 2014) Wymer, Walter
    The nature and characteristics of the nonprofit brand strength construct are conceptualized. Brand strength is defined as a multidimensional construct, composed by brand familiarity, brand remarkability, and brand attitude. Brand familiarity refers to the level of knowledge the target audience has about the brand object. Brand attitude refers to the degree to which a brand object is perceived favorably by a target group. Brand remarkability refers to the degree to which a brand object is perceived by a target group to be extraordinary. In the brand management nomological net, brand strength acts as a moderator, influencing the strength of the relationship between marketing tactics (antecedents) and marketing outcomes (consequents). Brand strength’s inter-dimensional relationships are conceptualized. A brand strength strategy grid is presented, which informs brand management strategy based on a brand’s current levels of brand familiarity and brand remarkability.