Student Happiness in the Academic Journey: Analysing the Determinants, Outcomes and the Moderating Role of Academic Involvement

Authors : Mehmet Özer

Pages : 475-505

Doi:10.21180/iibfdkastamonu.1561460

View : 52 | Download : 99

Publication Date : 2024-12-31

Article Type : Research Paper

Abstract :Pursuing happiness is a primary goal for humans, and it significantly impacts different elements of life, including consumer behaviour. Within the realm of higher education (HE), universities are progressively acknowledged as influential brands that shape students’ experiences and satisfaction. This study examines how elements, including the quality of the educational environment, relationships with professors and peers, and self-congruity, contribute to students’ happiness with their universities by employing appraisal theories. In addition, the study analyses the outcomes of university brand happiness, which encompass brand engagement, emotional attachment, and brand forgiveness. Also, the current paper delves deeper into how students’ academic involvement influences these relationships as a moderating variable. A total of 256 surveys were tested using structural equation modelling, and the data validated the majority of the hypotheses. This study contributes to the field of higher education marketing by identifying the primary factors influencing student happiness and illustrating the impact of brand happiness on student behaviours.
Keywords : Marka mutluluğu, yükseköğretim, değerleme teorileri, markaya bağlanma, marka katılımı, markayı affetme