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dc.contributor.author Schlesinger, Walesska
dc.contributor.author Cervera-Taulet, Amparo
dc.date.accessioned 2021-06-30T17:40:17Z
dc.date.available 2021-06-30T17:40:17Z
dc.date.issued 2021
dc.identifier.citation Schlesinger, W., Cervera-Taulet, A., & Wymer, W. (2021). The influence of university brand image, satisfaction, and university identification on alumni WOM intentions. Journal of Marketing for Higher Education. https://doi.org/10.1080/08841241.2021.1874588 en_US
dc.identifier.uri https://hdl.handle.net/10133/5932
dc.description Author original manuscript (pre-print) en_US
dc.description.abstract 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. en_US
dc.language.iso en_US en_US
dc.publisher Springer en_US
dc.subject Brand image en_US
dc.subject University image en_US
dc.subject Word-of-mouth en_US
dc.subject WOM en_US
dc.subject University identification en_US
dc.subject Alumni en_US
dc.subject.lcsh Satisfaction
dc.subject.lcsh Brand loyalty
dc.subject.lcsh Consumer behavior
dc.subject.lcsh Universities and colleges--Alumni and alumnae--Attitudes
dc.title The influence of university brand image, satisfaction, and university identification on alumni WOM intentions en_US
dc.type Article en_US
dc.publisher.faculty Dhillon School of Business en_US
dc.publisher.institution University of Valencia en_US
dc.publisher.institution University of Lethbridge en_US
dc.publisher.url https://doi.org/10.1080/08841241.2021.1874588 en_US


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