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- Title
In the name of the University: the choice to promote as a tool to influence decision-making.
- Authors
D'Uggento, Angela Maria; Petruzzellis, Luca; Piper, Luigi; Gurrieri, Antonia Rosa
- Abstract
Choosing the University to attend is an important decision that is made once or twice in a lifetime and has relevant effects for a person's entire life. In such a process, advice from others, especially current students, is a powerful influencing factor. Therefore, understanding the factors that lead students to become active advocates for their university is strategically important. Social identity theory states that when students choose a university, the image of the institution becomes part of their identity. In case of strong positive identification, the resulting sense of pride enhances their own self-identity and brings positive benefits beyond simply obtaining an education, which are then passed on to everyone. The current study focuses on brand experience and brand reputation and uses a moderated mediation analysis to investigate the mechanisms by which current students can be tools for university choice. Stimulating word-of-mouth (WOM) implies the institution to have and maintain a good reputation and engage students to develop a positive brand experience and pride. This research contributes to the development of a greater strategic awareness of universities' appeal to better tailor their orientation activities to current or prospective students.
- Subjects
COLLEGE choice; GROUP identity; REPUTATION; DECISION making; IDENTITY (Psychology)
- Publication
Quality & Quantity, 2023, Vol 57, Issue 4, p3151
- ISSN
0033-5177
- Publication type
Article
- DOI
10.1007/s11135-022-01475-w