Student Participation Behavior Outside the Classroom: Does Attitude Toward the University Brand Matter?

摘要

This study extends marketing for higher education literature to the Gulf region through a threefold objective. First, the study explores what constitutes students' attitude towards a university brand. Second, it examines the drivers of this attitude. Third, it examines the influence of brand attitude on student participation behavior in the university services provision. A questionnaire was developed to explore students' attitude towards the university brand and its key drivers as well as the dimensions of students' participation in the university services provision. Data were collected via an online self-administered questionnaire from a leading university in Qatar. The final valid sample comprised a total of 379 useable responses, which is considered acceptable for structural equation modeling. The study followed a two-step SEM approach using AMOS.