The objective of this paper is to analyse the relationship between corporate identity and loyalty in a public institution of higher education in an institutional crisis context. Moreover, the aim is to study the possible moderating effect that brand identification can have on this relationship. The information required to conduct the empirical analysis was obtained from an online survey. Data processing was carried out using the PLS-SEM technique. The results obtained show that in an institutional crisis context, corporate identity influences university loyalty positively and significantly. However, it is detected that brand identification moderates the relationship between corporate identity and loyalty positively and significantly in an institutional crisis situation. In addition, we also observe that this moderating effect is greater in students than in graduates. It is considered a useful contribution, as it is one of the first studies in which the proposed relationships are analysed in an institutional crisis context. In addition, there is a concern about investigating the possible existence of the moderating role exerted by brand identification and if there are significant differences between students and graduates in this moderating effect. Significant practical implications arise from the results of this work, which can be particularly useful for managers of the type of organizations analysed.

中文翻译：

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企业认同与大学忠诚度的关系：品牌认同在管理制度危机中的调节作用

本文的目的是分析制度危机背景下公立高等教育机构的企业认同与忠诚度之间的关系。此外，目的是研究品牌识别对这种关系可能产生的调节作用。进行实证分析所需的信息来自在线调查。使用PLS-SEM技术进行数据处理。研究结果表明，在制度危机背景下，企业认同对大学忠诚度产生积极且显着的影响。然而，研究发现，在制度危机情况下，品牌识别积极且显着地调节了企业形象和忠诚度之间的关系。此外，我们还观察到，这种调节作用在学生中比在毕业生中更大。它被认为是一项有用的贡献，因为它是在制度危机背景下分析拟议关系的首批研究之一。此外，还有人担心调查品牌识别所发挥的调节作用是否存在，以及学生和毕业生在这种调节作用上是否存在显着差异。这项工作的结果产生了重大的实际意义，这对所分析的组织类型的管理人员特别有用。有人担心调查品牌识别可能存在的调节作用，以及学生和毕业生在这种调节作用上是否存在显着差异。这项工作的结果产生了重大的实际意义，这对所分析的组织类型的管理人员特别有用。有人担心调查品牌识别可能存在的调节作用，以及学生和毕业生在这种调节作用上是否存在显着差异。这项工作的结果产生了重大的实际意义，这对所分析的组织类型的管理人员特别有用。