The influence of university brand image, satisfaction, and university identification on alumni WOM intentions

6533b82dfe1ef96bd1291bed

RESEARCH PRODUCT

The influence of university brand image, satisfaction, and university identification on alumni WOM intentions

Amparo Cervera-taulet Walter Wymer Walesska Schlesinger

subject

Marketing Higher education business.industry 05 social sciences 050301 education Word of mouth Advertising Education Identification (information)Brand image 0502 economics and business 050211 marketing Psychology business 0503 education

description

This study investigates the influence of university brand image, satisfaction, and alumni’s university identification on positive word-of-mouth (WOM) intentions. The model is tested using data coll...

year	journal	country	edition	language
2021-01-24	Journal of Marketing for Higher Education

https://doi.org/10.1080/08841241.2021.1874588

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LSLife Sciences
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SHSocial Sciences and Humanities
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  - SH2_5Constitutions, human rights, international law
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  - SH1_7Accounting, asset prices, auditing
  - SH1_8Econometrics, game theory, decision theory
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  - SH1_14Strategy, operation research
  - SH1_15Marketing, consumer behaviour
  - SH1_3Development economics political economics
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  - SH1_4Finance; financial markets
  - SH1_16Quantitative economic history, economic systems, institutional economics
  - SH1_5Corporate finance; international finance
- SH3The Social World and Its Interactions
  - SH3_1Social structure, social mobility, social innovation
  - SH3_2Inequalities, discrimination, prejudice
  - SH3_3Aggression and violence, antisocial behaviour, crime
  - SH3_5Social attitudes and beliefs
  - SH3_4Social integration, exclusion, prosocial behaviour
  - SH3_7Social policies, welfare, work and employment
  - SH3_8Poverty and poverty alleviation
  - SH3_10Communication and information, networks, media
  - SH3_11Digital social research
  - SH3_9Social aspects of teaching and learning, curriculum studies, education and educational policies
  - SH3_12Social studies of science and technology
  - SH3_6Social influence; power and group behaviour
- SH4The Human Mind and Its Complexity
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  - SH4_2Personality and social cognition; emotion
  - SH4_3Clinical and health psychology
  - SH4_4Neurocognitive psychology
  - SH4_5Attention, perception, action, consciousness
  - SH4_6Learning, memory; cognition in ageing
  - SH4_7Reasoning, decision-making; intelligence
  - SH4_8Language learning and processing (first and second languages)
  - SH4_11Pragmatics, sociolinguistics, linguistic anthropology, discourse analysis
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  - SH6_7Historiography, theory and methods of history, including the analysis of digital data
  - SH6_10Colonial and post-colonial history
  - SH6_11Global, transnational, and comparative history
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  - SH5_10History of philosophy
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  - SH5_2Theory and history of literature, comparative literature
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  - SH7_2Migration
  - SH7_1Human, economic and social geography
  - SH7_3Population dynamics: households, family and fertility
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  - SH7_7Cities; urban, regional and rural studies
  - SH7_8Land use and planning
  - SH7_10GIS, spatial analysis; digital geography
  - SH7_9Energy, transportation and mobility
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  - SH8_2Religious studies, ritual; symbolic representation
  - SH8_3Cultural studies and theory, cultural identities and memories, cultural heritage
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