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Student Engagement, Brand Image and Loyalty Relationships: The Mediating Role of Student Satisfaction

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Title: Student Engagement, Brand Image and Loyalty Relationships: The Mediating Role of Student Satisfaction
Language: English
Authors: Abu Rashed Osman (ORCID 0000-0002-2710-8885), Mohd Hasanur Raihan Joarder (ORCID 0000-0001-8186-3016), Md. Kazimul Hoque (ORCID 0009-0009-6217-7454), Jakowan (ORCID 0000-0003-4648-017X)
Source: Journal of Education and e-Learning Research. 2024 11(2):311-321.
Availability: Asian Online Journal Publishing Group. 244 Fifth Avenue Suite D42, New York, NY 10001. Fax: 212-591-6094; e-mail: info@asianonlinejournals.com; Web site: http://www.asianonlinejournals.com
Peer Reviewed: Y
Page Count: 11
Publication Date: 2024
Document Type: Journal Articles
Reports - Research
Education Level: Higher Education
Postsecondary Education
Descriptors: Private Colleges, College Students, Student Attitudes, Learner Engagement, Reputation, Educational Quality, Institutional Characteristics, Correlation, Student School Relationship, State Universities, Student Characteristics, Foreign Countries
Geographic Terms: Bangladesh (Dhaka)
ISSN: 2518-0169
2410-9991
Abstract: The aim of this study is to explore the relationship between student engagement, brand image, student satisfaction and loyalty. Furthermore, the study intends to explore the mediating role of student satisfaction in the relationship between engagement and loyalty as well as brand image and loyalty in the context of higher education. A representative sample of 296 students from the three best private universities in Dhaka has been gathered in order to test the hypotheses. The study demonstrates that brand image has a favorable impact on student satisfaction while student engagement has no influence on student satisfaction. The results show that loyalty is heavily influenced by the student satisfaction construct. When there is no mediation between student engagement and loyalty, a complete mediation is recognized when student satisfaction is a mediator between brand image and student loyalty. The study also reveals that there is a negative correlation between student engagement and satisfaction. The results of the research definitely improve brand perception which keeps students engaged to their higher education.
Abstractor: As Provided
Entry Date: 2024
Accession Number: EJ1430240
Database: ERIC
FullText Text:
  Availability: 0
CustomLinks:
  – Url: https://eric.ed.gov/contentdelivery/servlet/ERICServlet?accno=EJ1430240
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  Data: Student Engagement, Brand Image and Loyalty Relationships: The Mediating Role of Student Satisfaction
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  Data: <searchLink fieldCode="AR" term="%22Abu+Rashed+Osman%22">Abu Rashed Osman</searchLink> (ORCID <externalLink term="https://orcid.org/0000-0002-2710-8885">0000-0002-2710-8885</externalLink>)<br /><searchLink fieldCode="AR" term="%22Mohd+Hasanur+Raihan+Joarder%22">Mohd Hasanur Raihan Joarder</searchLink> (ORCID <externalLink term="https://orcid.org/0000-0001-8186-3016">0000-0001-8186-3016</externalLink>)<br /><searchLink fieldCode="AR" term="%22Md%2E+Kazimul+Hoque%22">Md. Kazimul Hoque</searchLink> (ORCID <externalLink term="https://orcid.org/0009-0009-6217-7454">0009-0009-6217-7454</externalLink>)<br /><searchLink fieldCode="AR" term="%22Jakowan%22">Jakowan</searchLink> (ORCID <externalLink term="https://orcid.org/0000-0003-4648-017X">0000-0003-4648-017X</externalLink>)
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  Data: <searchLink fieldCode="SO" term="%22Journal+of+Education+and+e-Learning+Research%22"><i>Journal of Education and e-Learning Research</i></searchLink>. 2024 11(2):311-321.
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  Data: Asian Online Journal Publishing Group. 244 Fifth Avenue Suite D42, New York, NY 10001. Fax: 212-591-6094; e-mail: info@asianonlinejournals.com; Web site: http://www.asianonlinejournals.com
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  Data: 11
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  Data: <searchLink fieldCode="EL" term="%22Higher+Education%22">Higher Education</searchLink><br /><searchLink fieldCode="EL" term="%22Postsecondary+Education%22">Postsecondary Education</searchLink>
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  Data: <searchLink fieldCode="DE" term="%22Private+Colleges%22">Private Colleges</searchLink><br /><searchLink fieldCode="DE" term="%22College+Students%22">College Students</searchLink><br /><searchLink fieldCode="DE" term="%22Student+Attitudes%22">Student Attitudes</searchLink><br /><searchLink fieldCode="DE" term="%22Learner+Engagement%22">Learner Engagement</searchLink><br /><searchLink fieldCode="DE" term="%22Reputation%22">Reputation</searchLink><br /><searchLink fieldCode="DE" term="%22Educational+Quality%22">Educational Quality</searchLink><br /><searchLink fieldCode="DE" term="%22Institutional+Characteristics%22">Institutional Characteristics</searchLink><br /><searchLink fieldCode="DE" term="%22Correlation%22">Correlation</searchLink><br /><searchLink fieldCode="DE" term="%22Student+School+Relationship%22">Student School Relationship</searchLink><br /><searchLink fieldCode="DE" term="%22State+Universities%22">State Universities</searchLink><br /><searchLink fieldCode="DE" term="%22Student+Characteristics%22">Student Characteristics</searchLink><br /><searchLink fieldCode="DE" term="%22Foreign+Countries%22">Foreign Countries</searchLink>
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  Label: Geographic Terms
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  Data: <searchLink fieldCode="DE" term="%22Bangladesh+%28Dhaka%29%22">Bangladesh (Dhaka)</searchLink>
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  Data: 2518-0169<br />2410-9991
– Name: Abstract
  Label: Abstract
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  Data: The aim of this study is to explore the relationship between student engagement, brand image, student satisfaction and loyalty. Furthermore, the study intends to explore the mediating role of student satisfaction in the relationship between engagement and loyalty as well as brand image and loyalty in the context of higher education. A representative sample of 296 students from the three best private universities in Dhaka has been gathered in order to test the hypotheses. The study demonstrates that brand image has a favorable impact on student satisfaction while student engagement has no influence on student satisfaction. The results show that loyalty is heavily influenced by the student satisfaction construct. When there is no mediation between student engagement and loyalty, a complete mediation is recognized when student satisfaction is a mediator between brand image and student loyalty. The study also reveals that there is a negative correlation between student engagement and satisfaction. The results of the research definitely improve brand perception which keeps students engaged to their higher education.
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  Data: 2024
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  Data: EJ1430240
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RecordInfo BibRecord:
  BibEntity:
    Languages:
      – Text: English
    PhysicalDescription:
      Pagination:
        PageCount: 11
        StartPage: 311
    Subjects:
      – SubjectFull: Private Colleges
        Type: general
      – SubjectFull: College Students
        Type: general
      – SubjectFull: Student Attitudes
        Type: general
      – SubjectFull: Learner Engagement
        Type: general
      – SubjectFull: Reputation
        Type: general
      – SubjectFull: Educational Quality
        Type: general
      – SubjectFull: Institutional Characteristics
        Type: general
      – SubjectFull: Correlation
        Type: general
      – SubjectFull: Student School Relationship
        Type: general
      – SubjectFull: State Universities
        Type: general
      – SubjectFull: Student Characteristics
        Type: general
      – SubjectFull: Foreign Countries
        Type: general
      – SubjectFull: Bangladesh (Dhaka)
        Type: general
    Titles:
      – TitleFull: Student Engagement, Brand Image and Loyalty Relationships: The Mediating Role of Student Satisfaction
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            NameFull: Md. Kazimul Hoque
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