Student Brand Engagement and Engagement Marketing Behaviors in Higher Education
DOI:
https://doi.org/10.33423/7qjpqr92Keywords:
higher education, brand engagement, brand loyalty, college branding, engagement marketing, value co-creation, word of mouthAbstract
Students are uniquely positioned to perform engagement marketing behaviors that benefit higher education institution (HEI) brands, yet research on student brand engagement remains limited. This study examines drivers of student brand engagement from marketing such as brand attachment, self-brand connection, brand loyalty, psychological engagement, and perceived career preparation. Survey data from students were analyzed using stepwise regression, moderation, and mediation models. Students actively support the HEI through word-of-mouth behaviors, social media activity, wearing branded clothing, and recommending the college. Findings reveal nuanced relationships, including negative effects of brand attachment, highlighting the critical role of brand loyalty in shaping engagement.
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