The influence of university brand image, satisfaction, and university identification on alumni WOM intentions

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dc.contributor.authorSchlesinger, Walesska
dc.contributor.authorCervera-Taulet, Amparo
dc.date.accessioned2021-06-30T17:40:17Z
dc.date.available2021-06-30T17:40:17Z
dc.date.issued2021
dc.descriptionAuthor original manuscript (pre-print)en_US
dc.description.abstractThis 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.identifier.citationSchlesinger, 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/10.1080/08841241.2021.1874588en_US
dc.identifier.urihttps://hdl.handle.net/10133/5932
dc.language.isoen_USen_US
dc.publisherSpringeren_US
dc.publisher.facultyDhillon School of Businessen_US
dc.publisher.institutionUniversity of Valenciaen_US
dc.publisher.institutionUniversity of Lethbridgeen_US
dc.publisher.urlhttps://doi.org/10.1080/08841241.2021.1874588en_US
dc.subjectBrand imageen_US
dc.subjectUniversity imageen_US
dc.subjectWord-of-mouthen_US
dc.subjectWOMen_US
dc.subjectUniversity identificationen_US
dc.subjectAlumnien_US
dc.subject.lcshSatisfaction
dc.subject.lcshBrand loyalty
dc.subject.lcshConsumer behavior
dc.subject.lcshUniversities and colleges--Alumni and alumnae--Attitudes
dc.titleThe influence of university brand image, satisfaction, and university identification on alumni WOM intentionsen_US
dc.typeArticleen_US
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