The student psychological contract as a predictor of university brand evangelism in Tanzanian higher education: insights from social exchange theory

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dc.contributor.authorDavid Amani
dc.date.accessioned2024-03-27T12:43:59Z
dc.date.available2024-03-27T12:43:59Z
dc.date.issued2022
dc.descriptionFull - text Article. Also available at: https://doi.org/10.6017/ijahe.v9i2.15379
dc.description.abstractThis study sought to extend empirical and theoretical understanding of university brand evangelism as an outcome of the student psychological contract in the higher education sector. The conceptual model was developed and tested using structural equation modeling on 451 students at two colleges of higher education in Tanzania. The findings indicate that the student psychological contract influences university brand love en route to university brand evangelism. Thus, university operations should be well-defined by a social contract that stipulates the obligations of both students and staff. For students to engage in university brand evangelism, higher education institutions must fulfill their expectations as stipulated in the contract. More specifically, their staff should fulfill their obligations emanating from promises made to students. This calls for specific standard procedures to fulfill expectations and thus optimize university brand evangelism.
dc.identifier.citationAmani, D. (2022). The student psychological contract as a predictor of university brand evangelism in Tanzanian higher education: insights from social exchange theory. International Journal of African Higher Education, 9(2), 150-171.
dc.identifier.doi10.6017/ijahe.v9i2.15379
dc.identifier.issn2313-5069
dc.identifier.otherDOI: https://doi.org/10.6017/ijahe.v9i2.15379
dc.identifier.urihttps://repository.udom.ac.tz/handle/20.500.12661/4424
dc.language.isoen
dc.publisherBoston College University Libraries
dc.relation.ispartofInternational Journal of African Higher Education
dc.subjectHigher education sector
dc.subjectHigher education institutions
dc.subjectUniversity
dc.subjectStudent psychological contract
dc.subjectUniversity brand evangelism
dc.subjectBranding strategies
dc.titleThe student psychological contract as a predictor of university brand evangelism in Tanzanian higher education: insights from social exchange theory
dc.typejournal-article
oaire.citation.issue2
oaire.citation.volume9
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