IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v69y2016i8p3023-3032.html
   My bibliography  Save this article

Antecedents and consequences of university brand identification

Author

Listed:
  • Balaji, M.S.
  • Roy, Sanjit Kumar
  • Sadeque, Saalem

Abstract

The study proposes and empirically tests a comprehensive model of student-university identification based on social identity theory. This study examines the role of university brand personality, university brand knowledge, and university brand prestige in developing student-university identification. Furthermore, the effects of student-university identification on various university-supportive behaviors such as university affiliation, suggestions for improvement, advocacy intentions, and participation in future activities are examined. Findings reveal that university brand knowledge and university brand prestige plays a key role in determining the student-university identification. In addition, students who identify with their university perceive their destiny as interweaved with the university which drives their desire to engage in university supportive behaviors. Findings suggest that universities should engage in branding activities that develop strong student-university identification in order to enhance the students' university supportive behaviors.

Suggested Citation

  • Balaji, M.S. & Roy, Sanjit Kumar & Sadeque, Saalem, 2016. "Antecedents and consequences of university brand identification," Journal of Business Research, Elsevier, vol. 69(8), pages 3023-3032.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:8:p:3023-3032
    DOI: 10.1016/j.jbusres.2016.01.017
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296316000308
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2016.01.017?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. T.C. Melewar & Rohail Ashraf & Dwight Merunka, 2013. "The impact of customer‐company identification on consumer reactions to new corporate initiatives," Post-Print hal-01822311, HAL.
    2. Son K Lam & Michael Ahearne & Niels Schillewaert, 2012. "A multinational examination of the symbolic–instrumental framework of consumer–brand identification," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 43(3), pages 306-331, April.
    3. Calder, Bobby J & Phillips, Lynn W & Tybout, Alice M, 1981. "Designing Research for Application," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 8(2), pages 197-207, September.
    4. Yehuda Baruch & Katherine J.C.Sang, 2012. "Predicting MBA graduates' donation behaviour to their alma mater," Post-Print hal-00779142, HAL.
    5. Syed Alwi, Sharifah Faridah & Kitchen, Philip J., 2014. "Projecting corporate brand image and behavioral response in business schools: Cognitive or affective brand attributes?," Journal of Business Research, Elsevier, vol. 67(11), pages 2324-2336.
    6. Tamer H. Elsharnouby, 2015. "Student co-creation behavior in higher education: the role of satisfaction with the university experience," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 25(2), pages 238-262, July.
    7. Jones, Robert & Kim, Youn-Kyung, 2011. "Single-brand retailers: Building brand loyalty in the off-line environment," Journal of Retailing and Consumer Services, Elsevier, vol. 18(4), pages 333-340.
    8. Claudio Hoffmann Sampaio & Marcelo Gattermann Perin & Cláudia Simões & Hamilton Kleinowski, 2012. "Students' trust, value and loyalty: evidence from higher education in Brazil," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 22(1), pages 83-100, June.
    9. Sujan, Mita, 1985. "Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(1), pages 31-46, June.
    10. Brandi A. Watkins & William J. Gonzenbach, 2013. "Assessing university brand personality through logos: an analysis of the use of academics and athletics in university branding," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 23(1), pages 15-33, June.
    11. Zhou, Zhimin & Zhang, Qiyuan & Su, Chenting & Zhou, Nan, 2012. "How do brand communities generate brand relationships? Intermediate mechanisms," Journal of Business Research, Elsevier, vol. 65(7), pages 890-895.
    12. Marcelo Gattermann Perin & Claudio Hoffmann Sampaio & Cláudia Simões & Rosiane Pólvora de Pólvora, 2012. "Modeling antecedents of student loyalty in higher education," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 22(1), pages 101-116, June.
    13. Stokburger-Sauer, Nicola & Ratneshwar, S. & Sen, Sankar, 2012. "Drivers of consumer–brand identification," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 406-418.
    14. Bove, Liliana L. & Pervan, Simon J. & Beatty, Sharon E. & Shiu, Edward, 2009. "Service worker role in encouraging customer organizational citizenship behaviors," Journal of Business Research, Elsevier, vol. 62(7), pages 698-705, July.
    15. Oja, Brent D. & Bass, Jordan R. & Gordon, Brian S., 2015. "Conceptualizing employee identification with sport organizations: Sport Employee Identification (SEI)," Sport Management Review, Elsevier, vol. 18(4), pages 583-595.
    16. Johnson, Jennifer Wiggins & Rapp, Adam, 2010. "A more comprehensive understanding and measure of customer helping behavior," Journal of Business Research, Elsevier, vol. 63(8), pages 787-792, August.
    17. Usakli, Ahmet & Baloglu, Seyhmus, 2011. "Brand personality of tourist destinations: An application of self-congruity theory," Tourism Management, Elsevier, vol. 32(1), pages 114-127.
    18. Brent D. Oja & Jordan R. Bass & Brian S. Gordon, 2015. "Conceptualizing employee identification with sport organizations: Sport Employee Identification (SEI)," Sport Management Review, Taylor & Francis Journals, vol. 18(4), pages 583-595, October.
    19. Hemsley-Brown, Jane & Goonawardana, Shivonne, 2007. "Brand harmonization in the international higher education market," Journal of Business Research, Elsevier, vol. 60(9), pages 942-948, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Sadeque, Saalem & Roy, Sanjit Kumar & Swapan, Mohammad Shahidul Hasan & Chen, Cheng-Hao & Ashikuzzaman, Md, 2020. "An integrated model of city and neighborhood identities: A tale of two cities," Journal of Business Research, Elsevier, vol. 117(C), pages 780-790.
    2. Tran, Trang P. & Lin, Chien-Wei & Baalbaki, Sally & Guzmán, Francisco, 2020. "How personalized advertising affects equity of brands advertised on Facebook? A mediation mechanism," Journal of Business Research, Elsevier, vol. 120(C), pages 1-15.
    3. Marta Retamosa & Ángel Millán & Miguel Moital, 2020. "Does the Type of Degree Predict Different Levels of Satisfaction and Loyalty? A Brand Equity Perspective," Corporate Reputation Review, Palgrave Macmillan, vol. 23(2), pages 57-77, May.
    4. Laura Pascual‐Nebreda & Pablo Cabanelas‐Lorenzo & Alicia Blanco‐González, 2022. "Understanding dissatisfaction through evaluation theory," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 43(7), pages 3116-3129, October.
    5. Angela Maria D’Uggento & Luca Petruzzellis & Luigi Piper & Antonia Rosa Gurrieri, 2023. "In the name of the University: the choice to promote as a tool to influence decision-making," Quality & Quantity: International Journal of Methodology, Springer, vol. 57(4), pages 3151-3164, August.
    6. Josef Welzmueller & Sascha L. Schmidt, 2024. "Consumer identification: an interdisciplinary review of the marketing and sport management literature and future research agenda," Management Review Quarterly, Springer, vol. 74(1), pages 439-485, February.
    7. Faraz Sadeghvaziri & Mohammad Azimi, 2022. "Employer brand identification: investigating the concept of employer brand identification in the military context," Journal of Business Economics, Springer, vol. 92(1), pages 1-26, January.
    8. Roberta Pinna & Gianfranco Cicotto & Hosein Jafarkarimi, 2023. "Student’s Co-Creation Behavior in a Business and Economic Bachelor’s Degree in Italy: Influence of Perceived Service Quality, Institutional Image, and Loyalty," Sustainability, MDPI, vol. 15(11), pages 1-20, June.
    9. Martina Ostojić & Mirna Leko Šimić, 2021. "Students’ Perceptions of Public vs. Private Higher Education Institution Brand Value in Croatia," Sustainability, MDPI, vol. 13(17), pages 1-11, August.
    10. Małgorzata Dzimińska & Justyna Fijałkowska & Łukasz Sułkowski, 2018. "Trust-Based Quality Culture Conceptual Model for Higher Education Institutions," Sustainability, MDPI, vol. 10(8), pages 1-22, July.
    11. Madrigal, Robert, 2020. "The role of identification and gratitude in motivating organization-serving intentions and behaviors," Journal of Business Research, Elsevier, vol. 116(C), pages 75-84.
    12. Lee, Kuo-Wei & Li, Chia-Ying, 2023. "It is not merely a chat: Transforming chatbot affordances into dual identification and loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    13. Leroy Robinson, 2017. "Embracing online education: exploring options for success," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 27(1), pages 99-111, January.
    14. Balmer, John M.T. & Mahmoud, Rudiana & Chen, Weifeng, 2020. "Impact of multilateral place dimensions on corporate brand attractiveness and identification in higher education: Business school insights," Journal of Business Research, Elsevier, vol. 116(C), pages 628-641.
    15. 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.
    16. Cachón Rodríguez, Gabriel & Prado Román, Camilo, 2020. "The identification-loyalty relationship in a university context of crisis: the moderating role of students and graduates," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Balmer, John M.T. & Mahmoud, Rudiana & Chen, Weifeng, 2020. "Impact of multilateral place dimensions on corporate brand attractiveness and identification in higher education: Business school insights," Journal of Business Research, Elsevier, vol. 116(C), pages 628-641.
    2. 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.
    3. Matzler, Kurt & Strobl, Andreas & Stokburger-Sauer, Nicola & Bobovnicky, Artur & Bauer, Florian, 2016. "Brand personality and culture: The role of cultural differences on the impact of brand personality perceptions on tourists' visit intentions," Tourism Management, Elsevier, vol. 52(C), pages 507-520.
    4. Yuan, Ruizhi & Liu, Martin J. & Luo, Jun & Yen, Dorothy A., 2016. "Reciprocal transfer of brand identity and image associations arising from higher education brand extensions," Journal of Business Research, Elsevier, vol. 69(8), pages 3069-3076.
    5. Arnold Japutra & Keni Keni & Bang Nguyen, 2016. "What’s in a university logo? Building commitment in higher education," Journal of Brand Management, Palgrave Macmillan, vol. 23(2), pages 137-152, March.
    6. Josef Welzmueller & Sascha L. Schmidt, 2024. "Consumer identification: an interdisciplinary review of the marketing and sport management literature and future research agenda," Management Review Quarterly, Springer, vol. 74(1), pages 439-485, February.
    7. Brian S. Gordon & Masayuki Yoshida & Makoto Nakazawa & Jordan Bass, 2021. "The Role of Pride Feelings in the Team and Fan Community Identification Processes: An Empirical Examination in Professional Sport," Corporate Reputation Review, Palgrave Macmillan, vol. 24(2), pages 76-94, May.
    8. Palmer, Adrian & Koenig-Lewis, Nicole & Asaad, Yousra, 2016. "Brand identification in higher education: A conditional process analysis," Journal of Business Research, Elsevier, vol. 69(8), pages 3033-3040.
    9. Rauschnabel, Philipp A. & Krey, Nina & Babin, Barry J. & Ivens, Bjoern S., 2016. "Brand management in higher education: The University Brand Personality Scale," Journal of Business Research, Elsevier, vol. 69(8), pages 3077-3086.
    10. Mona Fairuz Ramli & Salniza Md. Salleh, 2015. "Factors Contributing to Brand Loyalty towards Malaysia Higher Educational Institutions," Journal of Education and Vocational Research, AMH International, vol. 6(3), pages 22-29.
    11. Shyh-Ming Huang & Shyh-Rong Fang & Shih-Chieh Fang & Chao-Chin Huang, 2016. "The influences of brand benefits on brand loyalty: Intermediate mechanisms," Australian Journal of Management, Australian School of Business, vol. 41(1), pages 141-160, February.
    12. Fujita, Momoko & Harrigan, Paul & Soutar, Geoffrey N. & Kumar Roy, Sanjit & Roy, Rajat, 2020. "Enhancing member-institution relationships through social media: The role of other-user engagement behavior and similarity perceptions," Journal of Business Research, Elsevier, vol. 121(C), pages 642-654.
    13. Wilson, Elizabeth J. & Elliot, Esi A., 2016. "Brand meaning in higher education: Leaving the shallows via deep metaphors," Journal of Business Research, Elsevier, vol. 69(8), pages 3058-3068.
    14. Francisco J. Martínez-López & Rocío Aguilar-Illescas & Sebastián Molinillo & Rafael Anaya-Sánchez & J. Andres Coca-Stefaniak & Irene Esteban-Millat, 2021. "The Role of Online Brand Community Engagement on the Consumer–Brand Relationship," Sustainability, MDPI, vol. 13(7), pages 1-17, March.
    15. Nihat Kamil Anil & Gulnur Eti Icli, 2013. "MBA sudents' satisfaction and loyality: state vs. private universities in Turkey," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 25(2), pages 177-198.
    16. Schaeperkoetter, Claire C., 2017. "Basketball officiating as a gendered arena: An autoethnography," Sport Management Review, Elsevier, vol. 20(1), pages 128-141.
    17. Elbedweihy, Alaa M. & Jayawardhena, Chanaka & Elsharnouby, Mohamed H. & Elsharnouby, Tamer H., 2016. "Customer relationship building: The role of brand attractiveness and consumer–brand identification," Journal of Business Research, Elsevier, vol. 69(8), pages 2901-2910.
    18. Jacobs, Brittany L. & Tingle, Jacob K. & Oja, Brent D. & Smith, Mark A., 2020. "Exploring referee abuse through the lens of the collegiate rugby coach," Sport Management Review, Elsevier, vol. 23(1), pages 39-51.
    19. Fujita, Momoko & Harrigan, Paul & Roy, Sanjit Kumar & Soutar, Geoff, 2019. "Two-way acculturation in social media: The role of institutional efforts," Technological Forecasting and Social Change, Elsevier, vol. 145(C), pages 532-542.
    20. Mills, Mark & Oghazi, Pejvak & Hultman, Magnus & Theotokis, Aristeidis, 2022. "The impact of brand communities on public and private brand loyalty: A field study in professional sports," Journal of Business Research, Elsevier, vol. 144(C), pages 1077-1086.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:69:y:2016:i:8:p:3023-3032. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.