The current study develops and tests a model taking into consideration constructs including university reputation, university brand attachment and university brand personality, and investigates how these university brand components translate into student loyalty in the context of higher education. While analysing causal relationships, the study also considers the effects of moderating variables like age, gender, seniority and scholarship assistance, and also the mediating effects of satisfaction between university reputation and university brand personality on student loyalty. In the empirical analysis, it was found that university reputation had both direct and indirect effects through satisfaction on student-loyalty behaviour. Students’ age, seniority and provision of financial assistance in the form of scholarships were found to be affecting satisfaction–loyalty relationships to various degrees. The study utilised a sample of higher education students enroled in various programmes in a large private Indian university. Findings and relevant implications in theory and practice are also discussed.

中文翻译：

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大学声誉、品牌依恋和品牌个性作为学生忠诚的前因：高等教育背景下的研究

当前的研究开发并测试了一个模型，该模型考虑了大学声誉、大学品牌依恋和大学品牌个性等结构，并调查了这些大学品牌成分如何转化为高等教育背景下的学生忠诚度。在分析因果关系的同时，该研究还考虑了年龄、性别、资历和奖学金援助等调节变量的影响，以及大学声誉和大学品牌个性之间的满意度对学生忠诚度的中介作用。在实证分析中，发现大学声誉通过满意度对学生忠诚度行为产生直接和间接影响。学生年龄，研究发现，资历和以奖学金形式提供经济援助会在不同程度上影响满意度-忠诚度关系。该研究利用了在印度一所大型私立大学就读各种课程的高等教育学生的样本。还讨论了理论和实践中的发现和相关影响。