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The role of brand orientation in the higher education sector: a student-perceived paradigm

Casidy, Riza 2013, The role of brand orientation in the higher education sector: a student-perceived paradigm, Asia Pacific Journal of Marketing and Logistics, vol. 25, no. 5, pp. 803-820, doi: 10.1108/APJML-06-2013-0069.

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Title The role of brand orientation in the higher education sector: a student-perceived paradigm
Author(s) Casidy, RizaORCID iD for Casidy, Riza orcid.org/0000-0002-6836-245X
Journal name Asia Pacific Journal of Marketing and Logistics
Volume number 25
Issue number 5
Start page 803
End page 820
Total pages 18
Publisher Emerald Group Publishing
Place of publication Bingley, UK
Publication date 2013
ISSN 1355-5855
Keyword(s) Higher education
Customer satisfaction
Customer loyalty
Structural equation modelling
Brand orientation
Word-of-mouth marketing
Summary Purpose
The purpose of this paper is to examine the relationship between perceived brand orientation (PBO), satisfaction, loyalty, and post-enrolment communication behaviour in the Australian higher education sector.

Design/methodology/approach
Two hundred and fifty-eight questionnaires were completed by undergraduate students of a particular university in Australia. Structural equation modeling was employed in this study to examine the associations between the constructs.

Findings
This study provides empirical evidence that PBO has a positive and significant relationship with all dependent variables. The research reveals that students' perception of a university's brand orientation is significantly related to satisfaction, loyalty, and post-enrolment communication behaviour.

Research limitations/implications
The findings may guide the key decision makers in higher education institutions to understand the importance of brand orientation in their corporate strategy to enhance satisfaction, loyalty, and positive WOM, which can be used to differentiate themselves from other institutions in the highly competitive education market.

Originality/value
Past researchers have not looked into the dynamic relationships between PBO, satisfaction, loyalty, and post-enrolment communication behaviour, and hence research is to be called for in this area. The paper is the first to examine brand orientation from the perspective of the students and provide higher education institutions with recommendations to improve service quality through brand orientation.
Language eng
DOI 10.1108/APJML-06-2013-0069
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 910403 Marketing
HERDC Research category C1.1 Refereed article in a scholarly journal
Copyright notice ©2013, Emerald Group Publishing
Persistent URL http://hdl.handle.net/10536/DRO/DU:30061063

Document type: Journal Article
Collections: School of Management and Marketing
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Created: Wed, 26 Feb 2014, 12:27:39 EST by Riza Casidy

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.