The Investigation on Brand Image of University Education and Students' Word-of-Mouth Behavior

Autor/in	Chen, Chin-Tsu
Titel	The Investigation on Brand Image of University Education and Students' Word-of-Mouth Behavior
Quelle	In: Higher Education Studies, 6 (2016) 4, S.23-33 (11 Seiten) PDF als Volltext kostenfreie Datei Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	1925-4741
Schlagwörter	Marketing; Universities; Student Attitudes; Questionnaires; Asians; Structural Equation Models; Alumni; Student Recruitment; Student School Relationship; Foreign Countries; Institutional Characteristics; Institutional Advancement; Likert Scales; Statistical Analysis; College Students; Taiwan + Suchen Sie Ihr Suchwort? University; Universität; Schülerverhalten; Fragebogen; Asian; Asiat; Asiatin; Asiaten; Asiate; Schüler-Lehrer-Beziehung; Ausland; nicht übertragen; Likert-Skala; Statistische Analyse; Collegestudent
Abstract	This study aimed to find how the brand image and satisfaction of universities influence university students' word-of-mouth behavior, including the sharing of satisfying experiences and recommendations to others. This study conducted a questionnaire survey and distributed 400 questionnaires to students and graduates of universities in Taiwan; 336 valid questionnaires were retrieved. Data were analyzed using Structural Equation Models (SEM). According to the findings, brand image significantly and positively influences loyalty; satisfaction significantly and positively influences loyalty; loyalty significantly and positively influences haring of satisfying experience; and loyalty significantly and positively influences recommendations to others. Brand image and satisfaction can influence the sharing of satisfying experience sand recommendations to others by the moderating effect of loyalty. The loyalty effect model of higher education institutes constructed by this study could explain and predict the effects of brand image and satisfaction of higher education institutes on university students' word-of-mouth behavior, and it could function as the criteria for marketing strategies of higher education institutes. (As Provided).
Anmerkungen	Canadian Center of Science and Education. 1120 Finch Avenue West Suite 701-309, Toronto, OH M3J 3H7, Canada. Tel: 416-642-2606; Fax: 416-642-2608; e-mail: hes@ccsenet.org; Web site: http://www.ccsenet.org/journal/index.php/hes
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2020/1/01