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<p>University brand is among of fast-growing concept in educational marketing although its theoretical modelling is still somewhat inadequate. This study develops a conceptual model which aim to investigate how student orientation events affect university corporate reputation through university brand identification and university brand community identification. The study employs path analysis with a sample of 370 usable responses to validate the conceptual model through partial least squares structural equation modeling (PLS-SEM). The findings indicate that students’ orientation event experience influence university corporate reputation through university brand identification and university brand community identification. The study makes an innovative theoretical contribution by establishing a relationship between students’ orientation event experience on university corporate reputation through university brand identification and university brand community identification. Universities should design more engaging and impactful orientation events to foster positive first impressions and emotional connections, focusing on the university’s values and mission, emphasize the intellectual and practical benefits of academic programs in intellectual events to drive university corporate reputation. It is also crucial; to continuously assess and refine student experiences to ensure they align with long-term universities’ goals and enhance university corporate reputation.</p>

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When Freshers Feel at Home: An Inquiry into the Linkage Between Orientation Event Experiences and University Corporate Reputation

  • 期刊论文

  • 发表日期：

    2025年11月27日

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  • Francis Muya,
  • David Amani

摘要

University brand is among of fast-growing concept in educational marketing although its theoretical modelling is still somewhat inadequate. This study develops a conceptual model which aim to investigate how student orientation events affect university corporate reputation through university brand identification and university brand community identification. The study employs path analysis with a sample of 370 usable responses to validate the conceptual model through partial least squares structural equation modeling (PLS-SEM). The findings indicate that students’ orientation event experience influence university corporate reputation through university brand identification and university brand community identification. The study makes an innovative theoretical contribution by establishing a relationship between students’ orientation event experience on university corporate reputation through university brand identification and university brand community identification. Universities should design more engaging and impactful orientation events to foster positive first impressions and emotional connections, focusing on the university’s values and mission, emphasize the intellectual and practical benefits of academic programs in intellectual events to drive university corporate reputation. It is also crucial; to continuously assess and refine student experiences to ensure they align with long-term universities’ goals and enhance university corporate reputation.