Student loyalty is one of the major goals of educational institutions. A loyal student population is a source of competitive advantage. The specific objective of this research was to develop an empirical model linking student loyalty to student satisfaction and student perception of the reputation of the institution. Based on the data collected from students with leading universities in India, a structural model was developed explaining 57.7% of the variance in the student loyalty. The student satisfaction was seen to be a major driver of student's loyalty. The reputation of the institution also had a positive impact on student loyalty through the mediating variable student satisfaction. The research also validated a measurement model for student satisfaction and prioritized various dimensions of the satisfaction construct.

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Purpose The purpose of this paper is to investigate the role of product and customer dimensions in the contribution of brand experience to the formation of true brand loyalty. The dimensions included are brand credibility, affective commitment and involvement. Synthesising past studies, the researcher proposes brand credibility and affective commitment to mediate the relationship between brand experience and true brand loyalty. Furthermore, the researcher investigates the variation in hierarchical pattern, i.e. brand experience-brand credibility affective commitment-true brand loyalty, under different levels of involvement. Design/methodology/approach The variations in hierarchy were compared by design. The authors investigated the variations in hierarchy on the basis of products which belong to different level of involvement, on the basis of individual differences in involvement, and on the basis of the interaction of product involvement and subject involvement. Multi-group invariance tests in SEM were used to explore model variations. Findings The hierarchy-of-effect model was found to vary based on the level of product involvement, subject involvement and interaction involvement. Three patterns of hierarchy have been observed: the first pattern was observed in high-high groups (both product involvement and subject involvement were high), the second pattern was observed in low-low groups (both product and subject involvements were low) and the third pattern among high-low or low-high groups. Practical implications The variation observed highlights the need to segment the market by interaction involvement. This would be useful for managers engaged in building sustainable consumer-brand relationships. Originality/value This study considered the interaction of product approach and subject approach in defining involvement which is rarely attempted in research. The study also integrates the variations in the role of customer dimensions, namely involvement, brand credibility and affective commitment with the relationship between the central constructs brand experience and true brand loyalty. The variations observed are among a socio-economically homogeneous sample of respondents.

A tandem-column method using Chiralpak AD-H and Chiralcel OD-H columns was achieved for baseline separation of a mixture of chiral pharmaceutical compounds (i.e., four stereoisomers) via supercritical fluid chromatography (SFC) with a mobile phase consisting of 90% liquid carbon dioxide and 10% ethanol:isopropanol (50:50 v/v). On the contrary, this mixture (mixture A) could not be baseline separated by SFC conditions explored with individual Chiralpak AD-H and Chiralcel OD-H columns. The effects of various mobile phases on elution order, capacity factor, selectivity, and resolution were determined with mixture A on the individual aforementioned columns to develop the tandem-column method.

Purpose – This article aims to present a model linking loyalty intention, brand commitment, brand credibility and brand awareness. The model shows the mediating role of brand commitment and brand credibility on loyalty intention. The researchers also investigated the changes in the given model under high and low involvement conditions, explicitly considering involvement as between-subject differences rather than between-product differences. The change in customer loyalty intention under varying levels of product involvement is a highly debated topic among researchers. Design/methodology/approach – The model was tested on a sample of 318 executives who have bought and are using deodorants. The respondents had given responses for loyalty intentions, brand commitment, brand credibility, brand awareness and involvement towards the brand of deodorant that they use. Confirmatory factor analysis was used to validate the tool for measurement of constructs and multi-group structural equation modelling for testing the hypotheses and comparing the nested models. Findings – The difference between high and low involvement groups in the given model supports the hierarchy-of-effects view. We found that attitude precedes behaviour for highly involved individuals but followed a different hierarchy among the individuals with low involvement. Research limitations/implications – This research investigates the proposed model for a single product category and so the scope of generalisability is limited to the product selected. This research has considered behavioural intention rather than the behaviour in this study. Practical implications – The study demonstrates the differences in the hierarchy-of-effects among low/high involvement groups. Thus, the findings will have an impact on the approach of practitioners, as different strategies will have to be adopted for the enhancement of loyalty intentions based on the difference in perceived involvement of consumers. Originality/value – This paper shows the need to differently target consumers with different levels of perceived involvement, within the same product class and thus between-subject involvement can be used as a segmentation variable.