Does Utilitarian and Hedonic value mediate the link between University Brand Equity and Students’ Satisfaction? “An Applied Study on the Egyptian Universities”

نوع المستند : المقالة الأصلية

المؤلفون

1 مدرس مساعد إدارة الاعمال كلية التجارة جامعة المنوفية

2 أستاذ إدارة الموارد البشرية -كلية التجارة جامعة المننوفية

المستخلص

This research has been tackle, within a systematic framework, the subject of university brand equity effect on student satisfaction: utilitarian and hedonic values as mediating variables.
It generally aims to explore the significant effect of university brand equity on students„ satisfaction in governmental universities universities and examining the mediating effect of utilitarian and hedonic values, through a field study, to prove the right or wrong of a number of hypotheses on the mediating role of utilitarian and hedonic values in the relationship between university brand equity and student satisfaction. It is expected that the research will end with a number of results, in light of which a number of recommendations are planned that provide practical solutions in this field.
The study used a quantitative approach to collect data it depends on a sample of (384) undergraduate students to collect data by designing a questionnaire and using the data to test hypotheses. The research targets a sample of Egyptian
students in the governmental universities (Cairo - Alexandria - Menoufia). These selected universities are among top universities in Egypt 2024 according to QS and Shanghai ranking and to some extent are representative of all other governmental universities.
The findings illustrate the existence of a direct relationship between university brand equity and student satisfaction. Also, results showed that utilitarian and hedonic values mediate partially the relationship between university brand equity and student satisfaction in the governmental universities.

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