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Date Published:
16/05/2024
Online Published:
16/05/2024
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Views PDF: 50
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Social Sciences and Humanities Issue
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Huynh, D. L. T., Pham, T. T. N., Nguyen, T. D. H., & Nguyen, P. T. (2024). Antecedents and consequences of students’ identification with An Giang University brand. Dong Thap University Journal of Science, 13(4), 40-53. https://doi.org/10.52714/dthu.13.4.2024.1259
Antecedents and consequences of students’ identification with An Giang University brand
Main Article Content
Abstract
This study is to identify the prefixes and suffixes of An Giang University's brand identity by testing the impact of prefixes on the brand identity of An Giang University and brand recognition on word of mouth and student loyalty. Data were collected from 563 students in courses 19, 20, 21, and 22 at An Giang University. The study used exploratory factor analysis (EFA) and linear structure (SEM). Research results show that brand personality similarity has the strongest positive impact on brand recognition, followed by social benefits, brand reputation, and inter-organizational competition. Brand identity factor positively affects student loyalty and word of mouth. In addition, the study also shows that there are differences in brand recognition by gender, course, and field of study. The findings also imply that when students recognize An Giang University's brand, they tend to actively spread word of mouth about the university, recommending and supporting An Giang University.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Keywords
An Giang University, brand identification, brand prestige, interorganizational competition, loyalty, social benefits, value congruence, wom.
References
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Arnett, D. B., German, S. D., & Hunt, S. D. (2003). The identity salience model of relationship marketing success: The case of nonprofit marketing. Journal of Marketing, 67(2), 89-105. https://doi.org/10.1509/jmkg.67.2.89.18614.
Ashforth, B. E., & Mael, F. (1989). Social identity theory and the organization. Academy of Management Review, 14(1), 20-39. https://doi.org/10.2307/258189.
Bagozzi, R. P., Bergami, M., Marzocchi, G. L., & Morandin, G. (2012). Customer-organization relationships: Development and test of a theory of extended identities. Journal of Applied Psychology, 97(1), 63-76. https://doi.org/10.1037/a0024533.
Balaji, M. S., Roy, S. K., & Sadeque, S. (2016). Antecedents and consequences of university brand identification. Journal of Business Research, 69(8), 3023-3032. https://doi.org/10.1016/j.jbusres.2016.01.017.
Bergami, M., & Bagozzi, R. P. (2000). Self-categorization, affective commitment and group self-esteem as distinct aspects of social identity in the organization. British Journal of Social Psychology, 39(4), 555-577. https://doi.org/10.1348/014466600164633.
Bettencourt, L. A. (1997). Customer voluntary performance: Customers as partners in service delivery. Journal of Retailing, 73(3), 383-406. https://doi.org/10.1016/S0022-4359(97)90024-5.
Bhattacharya, C. B., & Sen, S. (2003). Consumer-company identification: A framework for understanding consumers’ relationships with companies. Journal of Marketing, 67(2), 76-88. https://doi.org/10.1509/jmkg.67.2.76.18609.
Brewer, M. B. (1991). The Social Self: On Being the Same and Different at the Same Time. Personality and Social Psychology Bulletin, 17(5), 475-482. https://doi.org/10.1177/0146167291175001.
Brown, R. J., & Ross, G. F. (1982). The battle for acceptance: An exploration into the dynamics of intergroup behaviour. In Tajfel, H. (Ed.), Social identity and intergroup relations. London: Cambridge University Press.
Bunzel, D. L. (2007). Universities sell their brands. Journal of Product & Brand Management, 16(2), 152–153. https://doi.org/10.1108/10610420710740034
Büyükdağ, N., & Kitapci, O. (2021). Antecedents of consumer-brand identification in terms of belonging brands. Journal of Retailing and Consumer Services, 59. https://doi.org/10.1016/j.jretconser.2020.102420.
Cầm, V. (2020). Tránh dư thừa trường đại học. https://daidoanket.vn/tranh-du-thua-truong-dai-hoc-10172651.html
Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17 (2), 79-89. https://doi.org/10.1007/s11002-006-4219-2.
Carlson, B. D., Donavan, D. T., & Cumiskey, K. J. (2009). Consumer-brand relationships in sport: Brand personality and identification. International Journal of Retail and Distribution Management, 37(4), 370-384. https://doi.org/10.1108/09590550910948592.
Casidy, R. (2013). The role of brand orientation in the higher education sector: a student-perceived paradigm. Asia Pacific Journal of Marketing and Logistics, 25(5), 803–820. https://doi.org/10.1108/APJML-06-2013-0069.
Curtis, T., Abratt, R., & Minor, W. (2009). Corporate brand management in higher education: the case of ERAU. Journal of Product & Brand Management, 18(6), 404–413. https://doi.org/10.1108/10610420910989721.
Đào, T. H. A. (2018). Các yếu tố tác động đến lòng trung thành thương hiệu của người tiêu dùng: nghiên cứu trường hợp hàng may mặc việt nam. Tạp chí Khoa học and Công nghệ, 46, 91-97.
Fazli-Salehi, R., Esfidani, M. R., Torres, I. M., & Zúñiga, M. A. (2019). Antecedents of students’ identification with university brands: A study on public universities in Iran. Asia Pacific Journal of Marketing and Logistics, 31(4), 830-854. https://doi.org/10.1108/APJML-07-2018-0242.
Fatma, M., & Rahman, Z. (2015). Consumer perspective on CSR literature review and future research agenda. Manage Res Rev, 38(2), 195-216. http://dx.doi.org/10.1108/MRR-09-2013-0223.
Gammoh, B. S., Mallin, M. L., & Pullins, E. B. (2014). The impact of salesperson-brand personality congruence on salesperson brand identification, motivation and performance outcomes. Journal of Product and Brand Management, 23(7), 543-553. https://doi.org/10.1108/JPBM-10-2013-0434.
Homburg, C., Wieseke, J., & Hoyer, W. D. (2009). Social Identity and the Service—Profit Chain. Journal of Marketing, 73(2), 38–54. http://www.jstor.org/stable/20619009.
Hồng, L. N. (2024). Tránh dư thừa trường đại học. https://luatduonggia.vn/giao-duc-dai-hoc-la-gi-muc-tieu-vai-tro-cua-giao-duc-dai-hoc/.
Hysi, V., & Shyle, I. (2015). The Image and Perceived Quality of Universities as Important Dimensions for Building University Brand Equity -Case Study Involving Albanian Students. European Journal of Social Sciences Education and Research, 3(2), 40. https://doi.org/10.26417/ejser.v3i2.p40-49.
Judson, K. M., Aurand, T. W., Gorchels, L., & Gordon, G. L. (2009). Building a university brand from within: University administrators’ perspectives of internal branding. Services Marketing Quarterly, 30(1), 54-68. https://doi.org/10.1080/15332960802467722.
Kahle, L. R. (1983). Social Values and Social Change: Adaptation to Life in America. New York, NY: Praeger Publishers.
Kim, C. K., Han, D., & Park, S. B. (2001). The effect of brand personality and brand identification on brand loyalty: Applying the theory of social identification. Japanese Psychological Research, 43(4), 195-206. https://doi.org/10.1111/1468-5884.00177.
Kuenzel, S., & Halliday, S. V. (2010). The chain of effects from reputation and brand personality congruence to brand loyalty: The role of brand identification. Journal of Targeting, Measurement and Analysis for Marketing, 18(3-4), 167-176. https://doi.org/10.1057/jt.2010.15.
Kuenzel, S., & Vaux Halliday, S. (2008). Investigating antecedents and consequences of brand identification. Journal of Product and Brand Management, 17(5), 293-304. https://doi.org/10.1108/10610420810896059.
Kuo, Y. F., & Feng, L. H. (2013). Relationships among community interaction characteristics, perceived benefits, community commitment, and oppositional brand loyalty in online brand communities. International Journal of Information Management, 33(6), 948-962. https://doi.org/10.1016/j.ijinfomgt.2013.08.005.
Lee, S. (2011). Consumers’ value, environmental consciousness, and willingness to pay more toward green-apparel products. J Glob Fash Mark, 2(3), 161-169. https://doi.org/10.1080/20932685. 2011.10593094.
Lý, M. H., & Nguyễn, T. M. T. (2020). Tiền tố và hậu tố của nhận diện thương hiệu: Nghiên cứu thực nghiệm thương hiệu điện thoại di động tại Việt Nam. HCMCOUJS-Kinh tế và Quản trị Kinh doanh, 16(3), 81-92. https://doi.org/10.46223/HCMCOUJS.econ.vi.16.3.577.2021.
Mael, F., & Ashforth, B. E. (1992). Alumni and their alma mater: A partial test of the reformulated model of organizational identification. Journal of Organizational Behavior, 13(2), 103-123. https://doi.org/10.1002/job.4030130202.
Muthaly, S., Lobo, A. C., & Song Jen-Yuan, J. (2013). Marketing of postgraduate education in Taiwan: issues for foreign universities. Asia Pacific Journal of Marketing and Logistics, 25(1), 118-130. https://doi.org/10.1108/13555851311290966.
Nguyễn, V. H. T. (2019). Các yếu tố ảnh hưởng đến nhận biết thương hiệu và hoạt động truyền miệng cho sản phẩm bưởi da xanh của Hợp tác Bưởi da xanh Sông Xoài, thị xã Phú Mỹ, Bà Rịa-Vũng Tàu. Truy cập từ https://tailieutuoi.com/.
Nguyen, B., Yu, X., Melewar, T. C., & Hemsley-Brown, J. (2016). Brand ambidexterity and commitment in higher education: An exploratory study. Journal of Business Research, 69(8), 3105-3112. https://doi.org/10.1016/j.jbusres.2016.01.026.
Park, C. W., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74 (6), 1-17. http://www.jstor.org/stable/25764280?seq=1andcid=pdf-reference#references_tab_contents.
Palmer, A., Koenig-Lewis, N., & Asaad, Y. (2016). Brand identification in higher education: A conditional process analysis. Journal of Business Research, 69(8), 3033–3040. https://doi.org/10.1016/j.jbusres.2016.01.018.
Rauschnabel, P. A., Krey, N., Babin, B. J., & Ivens, B. S. (2016). Brand management in higher education: The University Brand Personality Scale. Journal of Business Research, 69(8), 3077–3086. https://doi.org/10.1016/j.jbusres.2016.01.023.
Rubio, N., Villaseñor, N., & Oubiña, J. (2015). Consumer identification with store brands: Differences between consumers according to their brand loyalty. BRQ Business Research Quarterly, 18(2), 111-126. https://doi.org/10.1016/j.brq.2014.03.004.
Stokburger-Sauer, N. E. (2011). The relevance of visitors’ nation brand embeddedness and personality congruence for nation brand identification, visit intentions and advocacy. Tourism Management, 32(6), 1282-1289. https://doi.org/10.1016/j.tourman.2010.12.004.
Stokburger-Sauer, N., Ratneshwar, S., & Sen, S. (2012). Drivers of consumer-brand identification. International Journal of Research in Marketing, 29(4), 406-418. https://doi.org/10.1016/j.ijresmar.2012.06.001.
Susanty, A., & Tresnaningrum, A. (2018). Effect of Value Congruence, Brand Distinctiveness, Brand Social, Brand Warmth, and Memorable Brand Experience on Customer-Brand Identification and Brand Loyalty (Case Study: Brand of ACER Laptop). E3S Web of Conferences, 31. https://doi.org/10.1051/e3sconf/20183111001.
Tajfel, H. (1978). Differentiation Between Social groups: Studies in the Social Psychology of Intergroup Relations. London: Academic Press.
Tajfel, H., & Turner, J. C. (1985). The social identity theory of intergroup behavior. In Worchel, S., & Austin,W. G. (Ed.). Psychology of intergroup relations (7-24). Chicago, IL: Nelson Hall.
Tajfel, H., & Turner, J. C. (2004). The Social Identity Theory of Intergroup Behavior. In J. T. Jost, and J. Sidanius (Eds.), Political psychology: Key readings (276-293). Psychology Press. https://doi.org/10.4324/9780203505984-16.
Tsai, W. (2000). Social capital, strategic relatedness and the formation of intraorganizational linkages. Strategic Management Journal, 21(9), 925-939. https://doi.org/10.1002/1097-0266(200009)21:9<925::AID-SMJ129>3.0.CO;2-I.
Tuškej, U., & Podnar, K. (2018). Exploring selected antecedents of consumer–brand identification: The nature of consumer’s interactions with product brands. Baltic Journal of Management, 13(4), 451-470. https://doi.org/10.1108/BJM-08-2017-0268.
Tuškej, U., Golob, U., & Podnar, K. (2013). The role of consumer-brand identification in building brand relationships. Journal of Business Research, 66(1), 53-59. https://doi.org/10.1016/j.jbusres.2011.07.022.
Wilkins, S., Butt, M. M., Kratochvil, D., & Balakrishnan, M. S. (2016). The
effects of social identification and organizational identification on student
commitment, achievement and satisfaction in higher education. Studies in
Higher Education, 41(12), 2232–2252.
https://doi.org/10.1080/03075079.2015.1034258.
Zhang, M., Li, L., Ye, Y., Qin, K., & Zhong, J. (2020). The effect of brand anthropomorphism, brand distinctiveness, and warmth on brand attitude: A mediated moderation model. Journal of Consumer Behaviour, 19(5), 523-536. https://doi.org/10.1002/cb.1835.
Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of Marketing, 69(3), 19-34. https://doi.org/10.1509/jmkg.69.3.19.6636.
Arnett, D. B., German, S. D., & Hunt, S. D. (2003). The identity salience model of relationship marketing success: The case of nonprofit marketing. Journal of Marketing, 67(2), 89-105. https://doi.org/10.1509/jmkg.67.2.89.18614.
Ashforth, B. E., & Mael, F. (1989). Social identity theory and the organization. Academy of Management Review, 14(1), 20-39. https://doi.org/10.2307/258189.
Bagozzi, R. P., Bergami, M., Marzocchi, G. L., & Morandin, G. (2012). Customer-organization relationships: Development and test of a theory of extended identities. Journal of Applied Psychology, 97(1), 63-76. https://doi.org/10.1037/a0024533.
Balaji, M. S., Roy, S. K., & Sadeque, S. (2016). Antecedents and consequences of university brand identification. Journal of Business Research, 69(8), 3023-3032. https://doi.org/10.1016/j.jbusres.2016.01.017.
Bergami, M., & Bagozzi, R. P. (2000). Self-categorization, affective commitment and group self-esteem as distinct aspects of social identity in the organization. British Journal of Social Psychology, 39(4), 555-577. https://doi.org/10.1348/014466600164633.
Bettencourt, L. A. (1997). Customer voluntary performance: Customers as partners in service delivery. Journal of Retailing, 73(3), 383-406. https://doi.org/10.1016/S0022-4359(97)90024-5.
Bhattacharya, C. B., & Sen, S. (2003). Consumer-company identification: A framework for understanding consumers’ relationships with companies. Journal of Marketing, 67(2), 76-88. https://doi.org/10.1509/jmkg.67.2.76.18609.
Brewer, M. B. (1991). The Social Self: On Being the Same and Different at the Same Time. Personality and Social Psychology Bulletin, 17(5), 475-482. https://doi.org/10.1177/0146167291175001.
Brown, R. J., & Ross, G. F. (1982). The battle for acceptance: An exploration into the dynamics of intergroup behaviour. In Tajfel, H. (Ed.), Social identity and intergroup relations. London: Cambridge University Press.
Bunzel, D. L. (2007). Universities sell their brands. Journal of Product & Brand Management, 16(2), 152–153. https://doi.org/10.1108/10610420710740034
Büyükdağ, N., & Kitapci, O. (2021). Antecedents of consumer-brand identification in terms of belonging brands. Journal of Retailing and Consumer Services, 59. https://doi.org/10.1016/j.jretconser.2020.102420.
Cầm, V. (2020). Tránh dư thừa trường đại học. https://daidoanket.vn/tranh-du-thua-truong-dai-hoc-10172651.html
Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17 (2), 79-89. https://doi.org/10.1007/s11002-006-4219-2.
Carlson, B. D., Donavan, D. T., & Cumiskey, K. J. (2009). Consumer-brand relationships in sport: Brand personality and identification. International Journal of Retail and Distribution Management, 37(4), 370-384. https://doi.org/10.1108/09590550910948592.
Casidy, R. (2013). The role of brand orientation in the higher education sector: a student-perceived paradigm. Asia Pacific Journal of Marketing and Logistics, 25(5), 803–820. https://doi.org/10.1108/APJML-06-2013-0069.
Curtis, T., Abratt, R., & Minor, W. (2009). Corporate brand management in higher education: the case of ERAU. Journal of Product & Brand Management, 18(6), 404–413. https://doi.org/10.1108/10610420910989721.
Đào, T. H. A. (2018). Các yếu tố tác động đến lòng trung thành thương hiệu của người tiêu dùng: nghiên cứu trường hợp hàng may mặc việt nam. Tạp chí Khoa học and Công nghệ, 46, 91-97.
Fazli-Salehi, R., Esfidani, M. R., Torres, I. M., & Zúñiga, M. A. (2019). Antecedents of students’ identification with university brands: A study on public universities in Iran. Asia Pacific Journal of Marketing and Logistics, 31(4), 830-854. https://doi.org/10.1108/APJML-07-2018-0242.
Fatma, M., & Rahman, Z. (2015). Consumer perspective on CSR literature review and future research agenda. Manage Res Rev, 38(2), 195-216. http://dx.doi.org/10.1108/MRR-09-2013-0223.
Gammoh, B. S., Mallin, M. L., & Pullins, E. B. (2014). The impact of salesperson-brand personality congruence on salesperson brand identification, motivation and performance outcomes. Journal of Product and Brand Management, 23(7), 543-553. https://doi.org/10.1108/JPBM-10-2013-0434.
Homburg, C., Wieseke, J., & Hoyer, W. D. (2009). Social Identity and the Service—Profit Chain. Journal of Marketing, 73(2), 38–54. http://www.jstor.org/stable/20619009.
Hồng, L. N. (2024). Tránh dư thừa trường đại học. https://luatduonggia.vn/giao-duc-dai-hoc-la-gi-muc-tieu-vai-tro-cua-giao-duc-dai-hoc/.
Hysi, V., & Shyle, I. (2015). The Image and Perceived Quality of Universities as Important Dimensions for Building University Brand Equity -Case Study Involving Albanian Students. European Journal of Social Sciences Education and Research, 3(2), 40. https://doi.org/10.26417/ejser.v3i2.p40-49.
Judson, K. M., Aurand, T. W., Gorchels, L., & Gordon, G. L. (2009). Building a university brand from within: University administrators’ perspectives of internal branding. Services Marketing Quarterly, 30(1), 54-68. https://doi.org/10.1080/15332960802467722.
Kahle, L. R. (1983). Social Values and Social Change: Adaptation to Life in America. New York, NY: Praeger Publishers.
Kim, C. K., Han, D., & Park, S. B. (2001). The effect of brand personality and brand identification on brand loyalty: Applying the theory of social identification. Japanese Psychological Research, 43(4), 195-206. https://doi.org/10.1111/1468-5884.00177.
Kuenzel, S., & Halliday, S. V. (2010). The chain of effects from reputation and brand personality congruence to brand loyalty: The role of brand identification. Journal of Targeting, Measurement and Analysis for Marketing, 18(3-4), 167-176. https://doi.org/10.1057/jt.2010.15.
Kuenzel, S., & Vaux Halliday, S. (2008). Investigating antecedents and consequences of brand identification. Journal of Product and Brand Management, 17(5), 293-304. https://doi.org/10.1108/10610420810896059.
Kuo, Y. F., & Feng, L. H. (2013). Relationships among community interaction characteristics, perceived benefits, community commitment, and oppositional brand loyalty in online brand communities. International Journal of Information Management, 33(6), 948-962. https://doi.org/10.1016/j.ijinfomgt.2013.08.005.
Lee, S. (2011). Consumers’ value, environmental consciousness, and willingness to pay more toward green-apparel products. J Glob Fash Mark, 2(3), 161-169. https://doi.org/10.1080/20932685. 2011.10593094.
Lý, M. H., & Nguyễn, T. M. T. (2020). Tiền tố và hậu tố của nhận diện thương hiệu: Nghiên cứu thực nghiệm thương hiệu điện thoại di động tại Việt Nam. HCMCOUJS-Kinh tế và Quản trị Kinh doanh, 16(3), 81-92. https://doi.org/10.46223/HCMCOUJS.econ.vi.16.3.577.2021.
Mael, F., & Ashforth, B. E. (1992). Alumni and their alma mater: A partial test of the reformulated model of organizational identification. Journal of Organizational Behavior, 13(2), 103-123. https://doi.org/10.1002/job.4030130202.
Muthaly, S., Lobo, A. C., & Song Jen-Yuan, J. (2013). Marketing of postgraduate education in Taiwan: issues for foreign universities. Asia Pacific Journal of Marketing and Logistics, 25(1), 118-130. https://doi.org/10.1108/13555851311290966.
Nguyễn, V. H. T. (2019). Các yếu tố ảnh hưởng đến nhận biết thương hiệu và hoạt động truyền miệng cho sản phẩm bưởi da xanh của Hợp tác Bưởi da xanh Sông Xoài, thị xã Phú Mỹ, Bà Rịa-Vũng Tàu. Truy cập từ https://tailieutuoi.com/.
Nguyen, B., Yu, X., Melewar, T. C., & Hemsley-Brown, J. (2016). Brand ambidexterity and commitment in higher education: An exploratory study. Journal of Business Research, 69(8), 3105-3112. https://doi.org/10.1016/j.jbusres.2016.01.026.
Park, C. W., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74 (6), 1-17. http://www.jstor.org/stable/25764280?seq=1andcid=pdf-reference#references_tab_contents.
Palmer, A., Koenig-Lewis, N., & Asaad, Y. (2016). Brand identification in higher education: A conditional process analysis. Journal of Business Research, 69(8), 3033–3040. https://doi.org/10.1016/j.jbusres.2016.01.018.
Rauschnabel, P. A., Krey, N., Babin, B. J., & Ivens, B. S. (2016). Brand management in higher education: The University Brand Personality Scale. Journal of Business Research, 69(8), 3077–3086. https://doi.org/10.1016/j.jbusres.2016.01.023.
Rubio, N., Villaseñor, N., & Oubiña, J. (2015). Consumer identification with store brands: Differences between consumers according to their brand loyalty. BRQ Business Research Quarterly, 18(2), 111-126. https://doi.org/10.1016/j.brq.2014.03.004.
Stokburger-Sauer, N. E. (2011). The relevance of visitors’ nation brand embeddedness and personality congruence for nation brand identification, visit intentions and advocacy. Tourism Management, 32(6), 1282-1289. https://doi.org/10.1016/j.tourman.2010.12.004.
Stokburger-Sauer, N., Ratneshwar, S., & Sen, S. (2012). Drivers of consumer-brand identification. International Journal of Research in Marketing, 29(4), 406-418. https://doi.org/10.1016/j.ijresmar.2012.06.001.
Susanty, A., & Tresnaningrum, A. (2018). Effect of Value Congruence, Brand Distinctiveness, Brand Social, Brand Warmth, and Memorable Brand Experience on Customer-Brand Identification and Brand Loyalty (Case Study: Brand of ACER Laptop). E3S Web of Conferences, 31. https://doi.org/10.1051/e3sconf/20183111001.
Tajfel, H. (1978). Differentiation Between Social groups: Studies in the Social Psychology of Intergroup Relations. London: Academic Press.
Tajfel, H., & Turner, J. C. (1985). The social identity theory of intergroup behavior. In Worchel, S., & Austin,W. G. (Ed.). Psychology of intergroup relations (7-24). Chicago, IL: Nelson Hall.
Tajfel, H., & Turner, J. C. (2004). The Social Identity Theory of Intergroup Behavior. In J. T. Jost, and J. Sidanius (Eds.), Political psychology: Key readings (276-293). Psychology Press. https://doi.org/10.4324/9780203505984-16.
Tsai, W. (2000). Social capital, strategic relatedness and the formation of intraorganizational linkages. Strategic Management Journal, 21(9), 925-939. https://doi.org/10.1002/1097-0266(200009)21:9<925::AID-SMJ129>3.0.CO;2-I.
Tuškej, U., & Podnar, K. (2018). Exploring selected antecedents of consumer–brand identification: The nature of consumer’s interactions with product brands. Baltic Journal of Management, 13(4), 451-470. https://doi.org/10.1108/BJM-08-2017-0268.
Tuškej, U., Golob, U., & Podnar, K. (2013). The role of consumer-brand identification in building brand relationships. Journal of Business Research, 66(1), 53-59. https://doi.org/10.1016/j.jbusres.2011.07.022.
Wilkins, S., Butt, M. M., Kratochvil, D., & Balakrishnan, M. S. (2016). The
effects of social identification and organizational identification on student
commitment, achievement and satisfaction in higher education. Studies in
Higher Education, 41(12), 2232–2252.
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