Converting students into university brand evangelists: an empirical evidence from the higher education sector in Tanzania

Following major strategic policy reforms and transformations in the higher education sector, branding as a strategic resource has become an integral part of the strategic decisions of higher education institutions (HEIs). However, despite a plethora of studies about HEI branding, very little is known about university brand evangelists as an advanced level of brand supportive behavior. The study, therefore, investigates the influence of service encounter behavior on university brand evangelists when mediated with university brand love. The data were collected using structured questionnaires that were self-administered to 614 undergraduate students at two public universities in Tanzania. Structural equation modeling was used to analyze the data, and the findings indicate that the dimensions of service encounter behavior influence university brand evangelists via university brand love. Thus, university managers can turn students into university brand evangelists by putting an emphasis on service encounter behaviors that make students love the university brand.