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

Author

Listed:
  • Angela Maria D’Uggento

    (University of Bari Aldo Moro Largo Abbazia Santa Scolastica)

  • Luca Petruzzellis

    (University of Bari Aldo Moro)

  • Luigi Piper

    (University of Salento)

  • Antonia Rosa Gurrieri

    (University of Foggia)

Abstract

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.

Suggested Citation

  • Angela Maria D’Uggento & Luca Petruzzellis & Luigi Piper & Antonia Rosa Gurrieri, 2023. "In the name of the University: the choice to promote as a tool to influence decision-making," Quality & Quantity: International Journal of Methodology, Springer, vol. 57(4), pages 3151-3164, August.
    • Handle: RePEc:spr:qualqt:v:57:y:2023:i:4:d:10.1007_s11135-022-01475-w
    DOI: 10.1007/s11135-022-01475-w
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    References listed on IDEAS

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    Cited by:

    1. Marelby Amado & Alfredo Guzmán & Fernando Juarez, 2023. "Relationship between perceived value, student experience, and university reputation: structural equation modeling," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-13, December.

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