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ERIC Number: EJ1389916
Record Type: Journal
Publication Date: 2023
Pages: 19
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-0884-1241
EISSN: EISSN-1540-7144
The Influence of University Brand Image, Satisfaction, and University Identification on Alumni WOM Intentions
Schlesinger, Walesska; Cervera-Taulet, Amparo; Wymer, Walter
Journal of Marketing for Higher Education, v33 n1 p1-19 2023
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 alumni WOM is partially accounted for through its influence on alumni satisfaction and alumni's university identification.
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A