Converting students into University brand evangelists: an empirical evidence from the higher education sector in Tanzania

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dc.contributor.authorDavid Amani
dc.date.accessioned2024-04-24T08:03:34Z
dc.date.available2024-04-24T08:03:34Z
dc.date.issued2023
dc.descriptionAbstract. Full - text available at: https://doi.org/10.1596/1813-9450-10148
dc.description.abstractFollowing 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.
dc.identifier.citationAmani, 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.
dc.identifier.doi10.1080/08841241.2023.2177788
dc.identifier.otherDOI: https://doi.org/10.1596/1813-9450-10148
dc.identifier.urihttps://repository.udom.ac.tz/handle/20.500.12661/4492
dc.language.isoen
dc.publisherInforma UK Limited
dc.relation.ispartofJournal of Marketing for Higher Education
dc.subjectservice encounter behavior
dc.subjecthigher education institutions
dc.subjectHEIs
dc.subjectUniversity brand love
dc.subjectUniversity
dc.subjectStudents
dc.subjectUniversity brand evangelists
dc.titleConverting students into University brand evangelists: an empirical evidence from the higher education sector in Tanzania
dc.typeArticle
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