In the name of the University: the choice to promote as a tool to influence decision-making

• Published in: Quality & quantity Vol. 57; no. 4; pp. 3151 - 3164
• Main Authors: D’Uggento, Angela Maria, Petruzzellis, Luca, Piper, Luigi, Gurrieri, Antonia Rosa
• Format: Journal Article
• Language: English
• Published: Dordrecht Springer Netherlands 01-08-2023; Springer; Springer Nature B.V
• Subjects: Brands; College students; Colleges & universities; Decision making; Identity; Methodology of the Social Sciences; Reputations; Self esteem; Social identity; Social Sciences; Students; University choice; University brand; Moderated mediation analysis; Reputation; Higher education; Word-of-mouth
• ISSN: 0033-5177; 1573-7845
• DOI: 10.1007/s11135-022-01475-w

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.