The Impact of University Brand Adoption on Positive Word-of-Mouth Among Academic Staff: Evidence from Al-Manara University, Lattakia

Abstract

This study aimed to analyze the impact of university brand adoption on positive word-of-mouth among academic staff at Al-Manara University. The study employed a descriptive-analytical approach and used a questionnaire as the primary instrument for collecting data from faculty members at the university. University brand adoption was examined as the independent variable through its dimensions of brand understanding, brand identification, and brand enactment in professional behavior, while positive word-of-mouth represented the dependent variable. Data from 100 valid questionnaires were analyzed statistically. The findings revealed a high level of university brand adoption and a high level of positive word-of-mouth among the respondents. The results also demonstrated a statistically significant effect of university brand adoption on positive word-of-mouth, with the dimensions of university brand adoption explaining 66.9% of the variance in positive word-of-mouth. Furthermore, the findings indicated differences in the magnitude of influence among the adoption dimensions, with brand identification exerting the strongest effect, followed by brand enactment in professional behavior and brand understanding. The results highlight the importance of academic staff’s adoption of the university brand and its role in enhancing positive word-of-mouth toward the university.