Converting students into University brand evangelists: an empirical evidence from the higher education sector in Tanzania
Loading...
Date
2023
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Informa UK Limited
Abstract
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.
Description
Abstract. Full - text available at: https://doi.org/10.1596/1813-9450-10148
Keywords
service encounter behavior, higher education institutions, HEIs, University brand love, University, Students, University brand evangelists
Citation
Amani, D. (2023). Converting students into University brand evangelists: an empirical evidence from the higher education sector in Tanzania. Journal of Marketing for Higher Education, 1-24.