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Does diversity hurt students’ feeling of oneness? A study of the relationships among social trust, university internal brand identification, and brand citizenship behaviors on diversifying university campuses

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  • Qingjiang (Q. J.) Yao
  • Mary C. Martin
  • Hsin-Yen Yang
  • Scott Robson

Abstract

Based on a representative sample of students from four public universities in a Midwestern state, this study finds that universities’ campus diversity has positive influences on their students’ diversity awareness and social trust and no negative effects on those universities’ internal brand identification. Diversity awareness and ethnic identity are positively associated with university brand citizenship behaviors. Social and news media uses also positively predict diversity awareness, university internal brand identification, or brand citizenship behaviors that protect and promote the university’s brand voluntarily.

Suggested Citation

  • Qingjiang (Q. J.) Yao & Mary C. Martin & Hsin-Yen Yang & Scott Robson, 2019. "Does diversity hurt students’ feeling of oneness? A study of the relationships among social trust, university internal brand identification, and brand citizenship behaviors on diversifying university ," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 29(2), pages 209-229, July.
  • Handle: RePEc:taf:jmkthe:v:29:y:2019:i:2:p:209-229
    DOI: 10.1080/08841241.2019.1638482
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    Cited by:

    1. Hulya Bakirtas & Vildan Gulpinar Demirci, 2022. "A structural evaluation of university identification," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(3), pages 507-531, September.

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