Original Research

The mediating effect of brand identity on brand knowledge and the operational development of universities

Chin-Tsu Chen
South African Journal of Business Management | Vol 50, No 1 | a416 | DOI: https://doi.org/10.4102/sajbm.v50i1.416 | © 2019 Chin-Tsu Chen | This work is licensed under CC Attribution 4.0
Submitted: 07 September 2018 | Published: 25 April 2019

About the author(s)

Chin-Tsu Chen, Department of Commercial Design and Management, National Taipei University of Business, Taipei, Taiwan


Background: In the research field of Taiwanese university education and from the viewpoint of university institutions, brand knowledge plays a crucial role in their development.

Objectives: The main purpose of this study was to explore how the reputation and images of universities affect their competitiveness development from the perspective of brand knowledge.

Method: The study collects information from 600 questionnaire surveys issued to students and graduates of universities in Taiwan, receiving 468 valid questionnaires.

Results: The results analysed by structural equation modelling show that: (1) brand awareness has a significant positive influence on brand identity; (2) brand image has a significant positive influence on brand identity; (3) brand identity has a significant positive influence on satisfied experience sharing; (4) brand identity has a significant positive influence on recommendation to others; and (5) brand awareness and brand image both exert an influence on satisfied experience sharing and recommendation to others through the mediating effect of brand identity.

Conclusion: The brand identity model developed in the study for evaluating the effects of higher education institutions helps to explain and predict the influence of brand knowledge on the word-of-mouth communication behaviour of university students. These results should help effectively shape the individual association of schools and provide a reference for the marketing strategy development of higher education institutions.


Brand knowledge; school image; brand awareness; brand identification; word-of-mouth.


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