Volume 20, No. 1, 2023
The Impact Of Brand Experience On Students Satisfaction: The Case Of Lebanese Universities
Mohammad Mortada
Abstract
The present study aimed to explore the relationship between psychological distance, brand experience, student satisfaction, attitudes, and academic performance among 380 university students in Lebanon. Multiple regression analysis was used to test the hypothesized relationships between these variables. The findings of the study revealed that psychological distance was negatively related to brand experience, suggesting that the closer students perceived themselves to be to a brand, the more positive their brand experiences were. Furthermore, brand experience was found to be positively related to student satisfaction, suggesting that positive brand experiences are associated with higher levels of satisfaction among students. In addition, the study found that brand experience was positively related to academic performance, suggesting that positive brand experiences can have a positive impact on academic outcomes. Finally, the study found that attitudes towards educational institutions were positively related to both student satisfaction and academic performance, suggesting that positive attitudes towards institutions can contribute to better outcomes. These findings highlight the importance of creating positive brand experiences for students in educational institutions. By reducing psychological distance, enhancing brand experiences, and promoting positive attitudes towards institutions, educational organizations can improve student satisfaction, academic performance, and overall outcomes. These findings also have implications for marketing and branding strategies in other industries, as positive brand experiences and customer satisfaction are critical for achieving success and sustainability.
Pages: 220-232
Keywords: Brand Experience, Psychological Distance, Students Attitudes, Student Performance.