Unveiling the path to university students' advocacy intention: exploring the intriguing gender moderation
Purpose – This study introduces three variables related to brands that have the potential to enhance university students' advocacy intentions. The research explores how university brand identification, the perceived prestige of the university brand and the social benefits associated with the un...
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| Format: | Article |
| Language: | English |
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Emerald Publishing
2025-02-01
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| Series: | Journal of Humanities and Applied Social Sciences |
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| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/JHASS-07-2023-0078/full/pdf |
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| author | Abdelhamid K. Abdelmaaboud Ana Isabel Polo Peña Abeer A. Mahrous |
| author_facet | Abdelhamid K. Abdelmaaboud Ana Isabel Polo Peña Abeer A. Mahrous |
| author_sort | Abdelhamid K. Abdelmaaboud |
| collection | DOAJ |
| description | Purpose – This study introduces three variables related to brands that have the potential to enhance university students' advocacy intentions. The research explores how university brand identification, the perceived prestige of the university brand and the social benefits associated with the university brand impact students' advocacy intentions. Additionally, the study examines the moderating role of gender in these relationships. Design/methodology/approach – Cross-sectional surveys of 326 undergraduate students enrolled in a Spanish university, and structural equation modeling was used to test and validate the conceptual model. Findings – The findings from the structural equation modeling indicate that university brand identification, perceived university brand prestige and university brand social benefits significantly influence students' advocacy intentions. Furthermore, the multigroup analysis reveals a gender difference in the factors influencing advocacy intentions. Female students demonstrate significance in all three antecedents, whereas male students only show significance in university brand identification and perceived university brand prestige. Practical implications – The current study's findings provide several insights for higher education institutions in developing enduring and committed relationships with their students. Originality/value – This study offers relevant insights into the body of research on university branding, explaining the students' advocacy intentions through the variables of university brand identification, perceived university brand prestige and university brand social benefits. Also, this study is a novelty in introducing empirical evidence for the importance of the moderating role of students' gender. |
| format | Article |
| id | doaj-art-ccf135922cff48039408c1e25f84c6fc |
| institution | Kabale University |
| issn | 2632-279X |
| language | English |
| publishDate | 2025-02-01 |
| publisher | Emerald Publishing |
| record_format | Article |
| series | Journal of Humanities and Applied Social Sciences |
| spelling | doaj-art-ccf135922cff48039408c1e25f84c6fc2025-02-03T04:42:32ZengEmerald PublishingJournal of Humanities and Applied Social Sciences2632-279X2025-02-0171385710.1108/JHASS-07-2023-0078Unveiling the path to university students' advocacy intention: exploring the intriguing gender moderationAbdelhamid K. Abdelmaaboud0Ana Isabel Polo Peña1Abeer A. Mahrous2Department of Business Administration, Faculty of Commerce, Cairo University, Cairo, EgyptDepartment of Marketing and Marketing Research, University of Granada, Granada, SpainDepartment of Business Administration, Faculty of Commerce, Cairo University, Cairo, EgyptPurpose – This study introduces three variables related to brands that have the potential to enhance university students' advocacy intentions. The research explores how university brand identification, the perceived prestige of the university brand and the social benefits associated with the university brand impact students' advocacy intentions. Additionally, the study examines the moderating role of gender in these relationships. Design/methodology/approach – Cross-sectional surveys of 326 undergraduate students enrolled in a Spanish university, and structural equation modeling was used to test and validate the conceptual model. Findings – The findings from the structural equation modeling indicate that university brand identification, perceived university brand prestige and university brand social benefits significantly influence students' advocacy intentions. Furthermore, the multigroup analysis reveals a gender difference in the factors influencing advocacy intentions. Female students demonstrate significance in all three antecedents, whereas male students only show significance in university brand identification and perceived university brand prestige. Practical implications – The current study's findings provide several insights for higher education institutions in developing enduring and committed relationships with their students. Originality/value – This study offers relevant insights into the body of research on university branding, explaining the students' advocacy intentions through the variables of university brand identification, perceived university brand prestige and university brand social benefits. Also, this study is a novelty in introducing empirical evidence for the importance of the moderating role of students' gender.https://www.emerald.com/insight/content/doi/10.1108/JHASS-07-2023-0078/full/pdfUniversity brandingUniversity brand identificationPerceived university brand prestigeUniversity brand social benefitsStudents' advocacy intentions |
| spellingShingle | Abdelhamid K. Abdelmaaboud Ana Isabel Polo Peña Abeer A. Mahrous Unveiling the path to university students' advocacy intention: exploring the intriguing gender moderation Journal of Humanities and Applied Social Sciences University branding University brand identification Perceived university brand prestige University brand social benefits Students' advocacy intentions |
| title | Unveiling the path to university students' advocacy intention: exploring the intriguing gender moderation |
| title_full | Unveiling the path to university students' advocacy intention: exploring the intriguing gender moderation |
| title_fullStr | Unveiling the path to university students' advocacy intention: exploring the intriguing gender moderation |
| title_full_unstemmed | Unveiling the path to university students' advocacy intention: exploring the intriguing gender moderation |
| title_short | Unveiling the path to university students' advocacy intention: exploring the intriguing gender moderation |
| title_sort | unveiling the path to university students advocacy intention exploring the intriguing gender moderation |
| topic | University branding University brand identification Perceived university brand prestige University brand social benefits Students' advocacy intentions |
| url | https://www.emerald.com/insight/content/doi/10.1108/JHASS-07-2023-0078/full/pdf |
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