The student–university identification and its impacts on the students’ extra role behaviours. An empirical investigation

Roberta Pinna, Pier Paolo Carrus, Marta Musso, Gianfranco Cicotto

Abstract


In this study we investigated the role of University identification to explain students’ involvement in extra-role behaviours.  More specifically, we developed a theoretical model that specifies the relationships between university identity and identification and, in turn, between identification and behavioural patterns, such as extra-role behaviours and turnover intention. Our results from a sample of 338 students of an Italian university supported these hypotheses. The results show that (1) the university identity perception by students have significant effect on university identification process; (2) student-university identification have significant effect on student’s extra-role behaviour, while it is negatively related to turnover intention. This research offers support for the importance and value of brand management in higher educational context. The findings suggest that institutions would benefit from articulating and communicating their identities clearly, coherently and in a persuasive manner, emphasising those aspects of the university’s identity that future students will perceive as prestigious and similar to their own identities. 


Keywords


university image; student-university identification; value co-creation; extra-role behaviour

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