Linking prestige perception with consumption experience, loyalty, and WOM

Riza Casidy (Department of Marketing, Deakin University, Geelong, Australia)
Walter Wymer (Department of Marketing, University of Lethbridge, Lethbridge, Canada)

Marketing Intelligence & Planning

ISSN: 0263-4503

Publication date: 6 June 2016

Abstract

Purpose

The purpose of this paper is to investigate the relationship between perceived external prestige (PEP), the student experience, attitude, and behaviour in the context of higher education institutions.

Design/methodology/approach

A comparison of the relationships between prestige perception, the student experience, WOM, and loyalty is examined within a one highly prestigious institution and one mid-ranked institution. Multigroup structural equation modelling was employed to examine data obtained from 948 respondents at the two institutions.

Findings

While respondents from the top-ranked institution exhibit a significantly higher perception of university prestige than mid-ranked university respondents, no significant differences were found between the two groups of respondents in terms of the strengths of relationships between constructs. The analysis revealed that students’ perception of their university experience performed a full mediating effect on the relationship between PEP and WOM, as well as a partial mediating effect on the relationship between PEP and loyalty.

Practical implications

Student perceptions of the university experience is a strong indicator of attitude and behaviour. For university administrators, enhancing the student experience is just as important as managing a university’s reputation with respect to engendering loyalty and positive WOM.

Originality/value

This is the first study to link PEP with student attitude and behaviour. The findings provide interesting theoretical insights as well as useful managerial implications to enhance consumer experience which in turns affect their attitude and behaviour towards the organisation.

Keywords

Citation

Casidy, R. and Wymer, W. (2016), "Linking prestige perception with consumption experience, loyalty, and WOM", Marketing Intelligence & Planning, Vol. 34 No. 4, pp. 540-558. https://doi.org/10.1108/MIP-06-2015-0113

Download as .RIS

Publisher

:

Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.