The impact of brand strength on satisfaction, loyalty and WOM: An empirical examination in the higher education sector

This study examines the effects of brand strength on satisfaction, loyalty and positive word-of-mouth (WOM) behavior. We employed systematic sampling involving 948 respondents from a top-ranked and mid-ranked university in Australia. Brand Strength is found to be a multi-dimensional construct consisting of Brand Familiarity, Brand Remarkability and Brand Attitude. All three dimensions of Brand Strength are significantly related to WOM through the partial mediating effects of satisfaction and loyalty. In addition, the analysis reveals that the inter-construct relationships involving Brand Familiarity, Brand Attitude and satisfaction are stronger among those enrolled at the mid-ranked university than those at the top-ranked university.