Antecedents and consequences of students’ identification with An Giang University brand

Abstract

This study is to identify the prefixes and suffixes of An Giang University's brand identity by testing the impact of prefixes on the brand identity of An Giang University and brand recognition on word of mouth and student loyalty. Data were collected from 563 students in courses 19, 20, 21, and 22 at An Giang University. The study used exploratory factor analysis (EFA) and linear structure (SEM). Research results show that brand personality similarity has the strongest positive impact on brand recognition, followed by social benefits, brand reputation, and inter-organizational competition. Brand identity factor positively affects student loyalty and word of mouth. In addition, the study also shows that there are differences in brand recognition by gender, course, and field of study. The findings also imply that when students recognize An Giang University's brand, they tend to actively spread word of mouth about the university, recommending and supporting An Giang University.