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. Attached Files Name Description MIMEType Size Downloads casidy-therole-post-2013.pdf Post print application/pdf 692.84KB 845 Title The role of brand orientation in the higher education sector: a student-perceived paradigm Author(s) 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 Free to Read? Yes Persistent URL http://hdl.handle.net/10536/DRO/DU:30061063 Document type: Journal Article Collections: Faculty of Business and Law School of Management and Marketing Open Access Collection Related Links Link Description Connect to published version (restricted access) Go to link with your DU access privileges     Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved. 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. Versions Version Filter Type Wed, 26 Feb 2014, 12:27:58 EST Thu, 27 Feb 2014, 08:24:52 EST Fri, 28 Feb 2014, 08:48:30 EST Mon, 03 Mar 2014, 12:27:15 EST Mon, 03 Mar 2014, 14:46:18 EST Mon, 03 Mar 2014, 14:47:21 EST Mon, 17 Mar 2014, 09:00:46 EST Sat, 17 Jun 2017, 03:16:42 EST Wed, 06 Dec 2017, 06:03:26 EST Fri, 07 Sep 2018, 16:57:31 EST Filtered Full Citation counts:   Cited 19 times in TR Web of Science Cited 10 times in Scopus Search Google Scholar Access Statistics: 585 Abstract Views, 849 File Downloads  -  Detailed Statistics Created: Wed, 26 Feb 2014, 12:27:39 EST by Riza Casidy