How Pretrial Expectations and Anticipated Obstacles Impact University Brand Identification

ABSTRACT

Despite the growing interest in brand identification as a mechanism of soliciting organizational citizenship behaviors, little is known about the role of expectations and anticipated obstacles as antecedents of the construct. To address this gap, this study examines antecedents of brand identification including academic and social expectations as well as academic, financial, and personal obstacles in first-time incoming first-year college students. Results align with the theoretical underpinnings of brand identification, namely social identity theory, by showing that social expectations explain far more variance in brand identification than the other antecedents in the model. The resulting insights provide guidance to administrators on the pretrial consumer perceptions of students that correlate with brand identification.