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The purpose of this paper is to investigate the role of university identification to explain students’ involvement in extra-role behaviours and turnover intentions. The theoretical model developed, specifies the relationships between university identity and identification and between identification and behavioural patterns.

Data have been collected from a sample of 338 students from an Italian University. Then, they have been analysed adopting linear regression models (multiple when occurs) and a path analysis through structural equations models has been developed. The Sobel test has been used in the analysis to verify the mediator role of variables.

The results show that: the university identity perception of students have significant effect on university identification process; and student-university identification have significant effect on student’s advocacy, that is negatively related to turnover intention.

This paper provides support for the importance of brand management in higher educational context. Institutions would benefit from communicating their identities clearly, coherently and in a persuasive manner, emphasising those aspects of the university’s identity that students and future students will perceive as prestigious and similar to their identities.

Considering the ongoing international debate on the role of public administrations in economic systems, the interest around public service motivation (PSM) has significantly grown among practitioners and scholars in the past two decades. Following the research streams that have investigated topics of organizational behavior within the public context, the purpose of this paper is to examine the influence of PSM on public employees’ feelings of job satisfaction. The novelty of the study lies in linking some characteristics of the work context presumed to be more prevalent in public organizations with specific job characteristics, regarded as relevant antecedents of job satisfaction.

The study is based on two complementary studies conducted in an Italian public administration. The paper shows how PSM influences job satisfaction, job engagement, and life satisfaction.

This paper shows how PSM influences job satisfaction, job engagement, and life satisfaction. The findings display how job engagement affects both job and life satisfaction in such contexts. Additionally, the findings display how job engagement affects both job and life satisfaction in such contexts.

Although based on a specific context of public administration, the analysis allows some generalizations.

Based on these results, the paper contributes to two main streams of the literature. First, it enriches the existing research on PSM by analyzing how it can be managed in complex organizations. Second, it informs the literature on job satisfaction and work-related stress and relates to the intersection between organizational behavior and human resource management that informs the drawing up of HR policies. Furthermore, the paper sheds new light on how to deal with such problems and at the same time opens new avenues for investigations.