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The influence of loyalty in the word-of-mouth advertising in a non-profit higher education institution

Author

Listed:
  • Gustavo da Rosa Borges

    (Federal University of Pampa – UNIPAMPA)

  • Vanessa Edy Dagnoni Mondini

    (Regional University of Blumenau – FURB)

  • Maria José Carvalho de Souza Domingues

    (Regional University of Blumenau – FURB)

Abstract

Some studies emphasize the influence of loyalty in word-of-mouth. However, and while important for universities, this approach is still little studied in the educational context and only a few studies have attempted empirically measuring such relation. At the purpose of testing that relation at a non-profit university in Brazil, this paper aims to verify the influence of students’ loyalty in the word-of-mouth advertising at the institution. By means of a descriptive and quantitative survey with the participation of Brazilian university students, it was found, through structural equation modelling, that loyalty influences the production of word-of-mouth advertising. It was also noticed, from t-test results, that even though students are loyal, they do not necessarily put emphasis on word-of-mouth advertising, although there is a relation between them, as highlighted. Finally, it was found, through regression method, that the phase at which the student is enrolled does not significantly influence the levels of loyalty and word-of-mouth advertising.

Suggested Citation

  • Gustavo da Rosa Borges & Vanessa Edy Dagnoni Mondini & Maria José Carvalho de Souza Domingues, 2015. "The influence of loyalty in the word-of-mouth advertising in a non-profit higher education institution," Responsibility and Sustainability, IAPNM LATAM, vol. 3(3), pages 47-58, September.
    • Handle: RePEc:ayu:journl:v:3:y:2015:i:3:p:47-58
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    More about this item

    Keywords

    higher education institutions; loyalty; word-of-mouth advertising;
    All these keywords.

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility

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