ERIC Number: EJ1450826
Record Type: Journal
Publication Date: 2024
Pages: 24
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-0884-1241
EISSN: EISSN-1540-7144
Converting Students into University Brand Evangelists: An Empirical Evidence from the Higher Education Sector in Tanzania
Journal of Marketing for Higher Education, v34 n2 p1077-1100 2024
Following major strategic policy reforms and transformations in the higher education sector, branding as a strategic resource has become an integral part of the strategic decisions of higher education institutions (HEIs). However, despite a plethora of studies about HEI branding, very little is known about university brand evangelists as an advanced level of brand supportive behavior. The study, therefore, investigates the influence of service encounter behavior on university brand evangelists when mediated with university brand love. The data were collected using structured questionnaires that were self-administered to 614 undergraduate students at two public universities in Tanzania. Structural equation modeling was used to analyze the data, and the findings indicate that the dimensions of service encounter behavior influence university brand evangelists via university brand love. Thus, university managers can turn students into university brand evangelists by putting an emphasis on service encounter behaviors that make students love the university brand.
Descriptors: Foreign Countries, Reputation, Institutional Characteristics, Strategic Planning, Educational Change, College Administration, Educational Policy, Decision Making, Undergraduate Students, Student Attitudes, State Universities, Institutional Advancement, Marketing
Routledge. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site: http://www.tandf.co.uk/journals
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Tanzania
Grant or Contract Numbers: N/A