Identification and emotional attachment in higher education: antecedents and consequences

Özer, Mehmet; Özer, Alper; Koçak, Akın

doi:10.1080/08841241.2021.1936744

Cited by 9 publications

(10 citation statements)

References 96 publications

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“…Levy and Hino, 2016, etc. ); and (3) Satisfaction and attachment as parallel predictors of relationship outcomes (Ozer et al, 2021;.…”

Section: Introductionmentioning

confidence: 99%

Role of brand attachment and satisfaction in driving customer behaviors for durables: a longitudinal study

Guru,

Paulssen,

Japutra

2024

EJM

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Purpose This study aims to extend research in marketing on two important relational constructs, customer satisfaction and brand attachment, by comparing their long-term effects on customer behaviors with different levels of performance difficulty in a relatively understudied domain of durable products. Design/methodology/approach Using a two-stage quantitative study with US customers from five durable product categories, the authors first explored the hierarchy of customers’ loyalty behaviors based on increasing effort in a pretest study (N = 675). Then, the authors tested the effectiveness of satisfaction and brand attachment for customers’ loyalty behaviors over a nine-month period in a longitudinal study (N = 2,284) with customers from the same product categories. Findings Compared to satisfaction, brand attachment emerges as a stronger long-term predictor of customer behaviors. The performance difficulty of customer behaviors positively moderates the impact of brand attachment and negatively moderates the impact of customer satisfaction. Brand attachment is particularly effective in predicting difficult-to-perform customer behaviors, which require customers to expend resources such as time and money. Customer satisfaction is mainly effective for predicting easy-to-perform behaviors, but its long-term impact is significantly lower for easy-to-perform behaviors than brand attachment. Research limitations/implications The use of consumer durables in the study and samples from only one country restricts the generalizability of the findings. Practical implications The complementary roles of customer satisfaction and brand attachment are highlighted. Only satisfying customers is not enough to engage customers in behaviors that require resources such as money, time and energy for the brand. Originality/value A comparative study on the long-term effectiveness of two established relational metrics in explaining different customer behaviors varying in their performance difficulty in an understudied domain of durable products.

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“…Levy and Hino, 2016, etc. ); and (3) Satisfaction and attachment as parallel predictors of relationship outcomes (Ozer et al, 2021;.…”

Section: Introductionmentioning

confidence: 99%

Role of brand attachment and satisfaction in driving customer behaviors for durables: a longitudinal study

Guru,

Paulssen,

Japutra

2024

EJM

View full text Add to dashboard Cite

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“…The previous studies have examined the positive influence of branding on attachment strength (Farhat et al, 2021;Manyiwa et al, 2018;€ Ozer et al, 2021), and positive influence of intangible resources (reputation and service quality) on branding as well as attachment strength (Dennis et al, 2016;Japutra et al, 2014;Jillapalli and Wilcox, 2010). Dennis et al (2016) studied the direct impact of branding on developing attachment strength of students and direct influence of reputation and service quality on branding of HEIs.…”

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

“…, 2021; Manyiwa et al. , 2018; Özer et al. , 2021), and positive influence of intangible resources (reputation and service quality) on branding as well as attachment strength (Dennis et al.…”

Section: Introductionmentioning

confidence: 99%

“…This is because the students, less emotionally connected with their institutes display lower levels of commitment and are less likely to recommend the institute to others. Leading to fewer admissions ( € Ozer et al, 2021). Therefore, the HEIs need to take actions for building and enhancing students' attachment strength with their institutes.…”

Section: Introductionmentioning

confidence: 99%

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Building students' attachment strength with higher education institutes using intangible resources: role of institutional branding

Khanna

Pandher

Bedi

2023

HESWBL

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PurposeThe present study has been carried out to study whether and how different aspects of brand management (brand identity, brand image and brand meaning) are instrumental in maintaining and enhancing attachment strength of students with higher education institutes (HEIs). Further, to understand what brand management aspect channels the impact of what branding driver on attachment strength in most effective manner.Design/methodology/approachThe study analysed combined mediating effects as well as specific mediating effects to test the mediating role of brand management aspects.FindingsThe study reveals that brand image plays highest mediating role among all aspects of brand management. HEIs need to enhance service quality because brand image carries the highest influence of service quality on attachment strength. Similarly, brand identity carries the highest influence of heritage on attachment strength. Brand meaning carries the highest influence of competence and reputation on attachment strength.Research limitations/implicationsThe present study, based on empirical research, has built the framework and mechanism for creating attachment strength utilising the intangible resources of HEIs through brand management. The present study examines how specific intangible resources exhibit varying influences on attachment strength via distinct brand management mediation effects.Practical implicationsThe present study provides framework for designing branding strategies to build and channelise necessary intangible resources of branding for nourishing and nurturing attachment strength.Originality/valueThe present study contributes to scarce branding literature in context of HEIs. The study proposes role of HEI branding in developing students' attachment strength with their HEIs.

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What do (should) we know to leverage students' employability and entrepreneurship? A systematic guide to researchers and managers

Fossatti

Jabbour

Ratten

et al. 2023

The International Journal of Management Education

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Identification and emotional attachment in higher education: antecedents and consequences

Cited by 9 publications

References 96 publications

Role of brand attachment and satisfaction in driving customer behaviors for durables: a longitudinal study

Role of brand attachment and satisfaction in driving customer behaviors for durables: a longitudinal study

Building students' attachment strength with higher education institutes using intangible resources: role of institutional branding

What do (should) we know to leverage students' employability and entrepreneurship? A systematic guide to researchers and managers

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