The mediating effect of brand identity on brand knowledge and the operational development of universities
South African Journal of Business Management
| Field | Value | |
| Title | The mediating effect of brand identity on brand knowledge and the operational development of universities | |
| Creator | Chen, Chin-Tsu | |
| Description | Background: In the research field of Taiwanese university education and from the viewpoint of university institutions, brand knowledge plays a crucial role in their development.Objectives: The main purpose of this study was to explore how the reputation and images of universities affect their competitiveness development from the perspective of brand knowledge.Method: The study collects information from 600 questionnaire surveys issued to students and graduates of universities in Taiwan, receiving 468 valid questionnaires.Results: The results analysed by structural equation modelling show that: (1) brand awareness has a significant positive influence on brand identity; (2) brand image has a significant positive influence on brand identity; (3) brand identity has a significant positive influence on satisfied experience sharing; (4) brand identity has a significant positive influence on recommendation to others; and (5) brand awareness and brand image both exert an influence on satisfied experience sharing and recommendation to others through the mediating effect of brand identity.Conclusion: The brand identity model developed in the study for evaluating the effects of higher education institutions helps to explain and predict the influence of brand knowledge on the word-of-mouth communication behaviour of university students. These results should help effectively shape the individual association of schools and provide a reference for the marketing strategy development of higher education institutions. | |
| Publisher | AOSIS | |
| Date | 2019-04-25 | |
| Identifier | 10.4102/sajbm.v50i1.416 | |
| Source | South African Journal of Business Management; Vol 50, No 1 (2019); 11 pages 2078-5976 2078-5585 | |
| Language | eng | |
| Relation |
The following web links (URLs) may trigger a file download or direct you to an alternative webpage to gain access to a publication file format of the published article:
https://sajbm.org/index.php/sajbm/article/view/416/1335
https://sajbm.org/index.php/sajbm/article/view/416/1334
https://sajbm.org/index.php/sajbm/article/view/416/1336
https://sajbm.org/index.php/sajbm/article/view/416/1333
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