Investigating The Effect Of University Brand Personality And Student-University Identification On Student Co-Creation Behaviour: A Case Study Of Qatar University
MetadataShow full item record
Brand personality and consumer-brand identification have been widely studied in different industries and contexts. However, they have not been examined regarding their effect on student co-creation behaviour in higher education with context to the GCC countries. Hence, this study examines the role of university brand personality in enabling student-university identification. These two variables are conceptualized and examined for their influence on student co-creation behaviour. Data were collected through an online questionnaire from 433 students enrolled in Qatar University. The data analysis reveals significant positive correlations between university brand personality and student-university identification with student co-creation behaviour. The findings of this study lead to managerial implications regarding specific dimensions of the university brand personality having varied effects on the student-university identification, and student co-creation behaviour. While findings of this study are applicable to Qatar University alone, similar studies in other universities will lead to distinct results that streamline their respective brand personalities.
- Master of Science in Marketing [8 items ]
Showing items related by title, author, creator and subject.
|AN INTEGRATED MODEL OF HIGHER EDUCATION INSTITUTIONS (HEIS) SERVICE QUALITY: THE CASE OF QATAR UNIVERSITY ||LEMINE, MOUNA SIDI||2018||Science in Marketing||Master Thesis|
|APPLICATION OF LEAN THININKING IN THE STUDENT AFFAIRS SECTOR OF QATAR UNIVERSITY ||Al-SAADI, MAIMONAH ABDULLAH||2018||Engineering Management||Professional Masters Project|
|THE ANTECEDENTS AND CONSEQUENCES OF STUDENT SATISFACTION REDEFINED: A CASE OF QATAR UNIVERSITY ||ELMOGHAZY, HADI FAYEZ ABDELHADI||2018||Science in Marketing||Master Thesis|