You are what you communicate: on the relationships among university brand personality, identification, student participation, and citizenship behaviour

Figures & data

Figure 1. The conceptual model.

Table 1. Skewness and Kurtosis for measuring items, standardised factor loadings, t-values, and composite reliability.

Constructs	Operationalisation of the constructs	Skewness Statistic	Kurtosis Statistic	λ	T	CR
Conscientiousness	Structured	−.844	.150	0.80	–	0.89
	Competent	−.881	.713	0.84	19.29
	Organised	−.745	−.174	0.78	17.66
	Effective	−.987	.967	0.86	19.82
Sincerity	Helpful	−.885	.611	0.78	–	0.85
	Trustworthy	−.851	.321	0.90	18.10
	Human	−.743	.106	0.75	19.15
Lively	Lively	−.762	.122	0.88	–	0.80
	Dynamic	−.550	.183	0.75	16.18
Student-University Identification	My university reflects who I am.	−.424	−.678	0.71	–	0.90
	I find that my values and the values of my university are very similar.	−.559	−.302	0.79	15.52
	I find it easy to identify with my university.	−.920	.368	0.78	19.77
	I view problems at my university as my problems.	−.618	−.240	0.61	12.02
	I feel like I ‘fit in’ at this university.	−.603	−.149	0.81	15.94
	My university holds a great deal of personal meaning for me as it helps me become a better person.	−.370	−.443	0.87	17.03
	I feel I have a lot in common with other students affiliated with my university.	−.854	.112	0.64	12.63
Student Participation Behaviour	I tend to search for information about this service.	−.730	.383	0.64	–	0.86
	I adequately complete all the expected behaviours of a student.	−.913	1.134	0.75	11.34
	I provide the necessary information so that university employees can perform their duties.	−.905	1.100	0.65	11.21
	I perform all the tasks that are required to get this service.	−.860	1.575	0.80	13.06
	I answer the employee’s service-related questions.	−1.185	2.573	0.66	11.35
	I fulfil my responsibilities to the university.	−1.089	2.256	0.75	12.52
Student Citizenship Behaviour	I say positive things about the university services to others.	−.898	.755	0.73	–	0.91
	I recommend my university services to other students.	−.951	.511	0.74	15.23
	I assist other students if they need my help when getting/using university services.	−1.629	4.020	0.78	13.30
	I advise other students regarding university services.	−1.292	2.581	0.62	12.50
	I help other students if they seem to have problems with university services.	−1.398	2.652	0.83	13.10
	I encourage other students to use university services.	−1.098	1.886	0.79	12.95
	I teach other students to use university services correctly.	−.966	1.146	0.81	12.83

Table 2. Correlation matrix and AVE values.

	Mean	SD	AVE	1	2	3	4	5	6
1. Conscientiousness	3.73	0.91	0.67	0.82
2. Sincerity	3.72	0.92	0.66	0.78***	0.81
3. Lively	3.49	0.92	0.67	0.80***	0.73***	0.82
4. Student-university Identification	3.55	0.87	0.56	0.67***	0.70***	0.67***	0.75
5. Student participation behaviour	4.12	0.59	0.51	0.30***	0.35***	0.26***	0.46***	0.71
6. Student citizenship behaviour	4.00	0.70	0.58	0.34***	0.37***	0.31***	0.34***	0.59***	0.76

Note: N=433, ***p < 0.001.

Table 3. Structural model results.

Hypothesised paths	Beta	t-value	Hypothesis result
H1: University brand personality → Student-university identification.			Partially Supported
Conscientiousness	.17	1.84
Sincerity	.38***	4.51
Lively	.25**	2.82
H2a: University brand personality → Student participation behaviour			Rejected
Conscientiousness	−0.002	−.02
Sincerity	0.18	1.68
Lively	−0.19	−1.69
H2b: University brand personality →Student citizenship behaviour			Partially Supported
Conscientiousness	0.08	.70
Sincerity	0.26*	2.38
Lively	−0.09	−.77
H3a: Student–university identification → student participation behaviour	.47***	5.39	Supported
H3b: Student–university identification → Student citizenship behaviour	0.19*	2.35	Supported
R^2
Identification	0.55
Participation behaviour.	0.24
Citizenship behaviour	0.17

Note: *p < 0.05, **p < 0.01 ***p < 0.001.

Table 4. Mediation analysis.

Indirect Path	Lower	Upper	P-Value	Standardized Estimate
Conscientiousness → Identification → Participation	−0.055	0.001	0.115	−0.032
Conscientiousness → Identification → Citizenship	−0.130	0.005	0.132	−0.075
Sincerity → Identification → Participation	0.056	0.156	0.001	0.121***
Sincerity → Identification → Citizenship	0.177	0.358	0.001	0.285***
Lively → Identification → Participation	−0.128	−0.043	0.001	−0.123***
Lively → Identification → Citizenship	−0.280	−0.143	0.000	−0.291***

Note: ***p < 0.001.