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Brand Fan Pages experience and strength as antecedents to engagement and intensity of use to achieve HEIS’ brand loyalty

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  • Esperanza Garza Salgado
  • Marcelo Royo Vela

Abstract

The growing competitive environment in which Higher Education Institutions (HEIs) are immersed has caused them to be constantly focused on implementing new strategies that allow them to consolidate student loyalty. Among the strategies are those related to the use of social media, virtual brand communities and Brand Fan Pages (BFPs). This research aims to show the HEIs some new ways to increase brand loyalty through their BFP. Both qualitative techniques, 2 focus group sessions with students from public and private universities, and quantitative techniques, 200 interviews with young university students aged 18–23, were used to develop this research. Partial Least Squares (PLS) analysis was utilized to determine the relationship between variables. The main findings of the analysis indicate that it is possible for a higher education institution to increase student loyalty by generating positive experiences on their Brand Fan Page and generating greater platform use intensity.

Suggested Citation

  • Esperanza Garza Salgado & Marcelo Royo Vela, 2019. "Brand Fan Pages experience and strength as antecedents to engagement and intensity of use to achieve HEIS’ brand loyalty," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 29(1), pages 102-120, January.
    • Handle: RePEc:taf:jmkthe:v:29:y:2019:i:1:p:102-120
    DOI: 10.1080/08841241.2019.1605437
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    Cited by:

    1. Nina Petreska & Jana Prodanova & Ljupco Kocarev, 2023. "Should I Leave My Country? Higher Education Value Shaping Students’ Satisfaction and Brain Drain Intentions in Western Balkans," SAGE Open, , vol. 13(4), pages 21582440231, November.
    2. Perez-Aranda, Javier & González Robles, Eva M. & Alarcón Urbistondo, Pilar, 2023. "Understanding antecedents of continuance and revisit intentions: The case of sport apps," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).

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