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

ABSTRACT

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 collected from a sample of 1000 university alumni, an important and under-researched stakeholder group. A contribution is provided by enhancing our understanding of key under-researched relationships. University brand image was found to be a key driver of alumni positive WOM intentions, due to its direct and indirect influences. The study also identified the mediating roles of alumni’s university identification and satisfaction. The influence of university brand image on alumi WOM is partially accounted for through its influence on alumni satisfaction and alumni’s university identification.

KEYWORDS:

• Brand image
• university image
• word-of-mouth
• university identification
• satisfaction
• alumni

Acknowledgements

The present paper has been elaborated in the context of the R + D National Plan SEJ2007-68105-C02-01 and 02/ECON of the Spanish Ministry of Education and Science.

Disclosure statement

No potential conflict of interest was reported by the authors

Additional information

Funding

This work was supported by Ministerio de Educación, Cultura y Deporte [Grant Number SEJ2007-68105-C02-01 and 02/ECON].