From First Encounter to Future Expectations: How Brand Touchpoints Shape Student Brand Evangelism Through Institutional Reputation
From First Encounter to Future Expectations: How Brand Touchpoints Shape Student Brand Evangelism Through Institutional Reputation

Summary/Abstract: Intensifying competition in private higher education necessitates understanding how student experiences translate into brand outcomes. While prior studies focused on isolated interactions, limited research has examined how multi-stage brand touchpoints collectively shape student brand evangelism and its underlying mechanisms. Addressing this gap, this study examines how pre-admission, during-course, and student-perceived post-graduation touchpoints influence brand evangelism via institutional reputation. Data from 375 Indonesian private higher education institutions' students were analysed using PLS-SEM. Findings show all three touchpoints significantly influence evangelism, with pre-admission touchpoints having the strongest direct effect. Perceived post-graduation touchpoints contribute most to institutional reputation, which positively influences evangelism and mediates cumulative student experiences. The study extends customer-brand relationship theory by showing that relationship formation begins before enrolment, introducing a student lifecycle-based model, and positioning reputation as a key mechanism transforming experiential value into advocacy. Practically, private universities should strategically orchestrate coherent touchpoints to build reputational capital and foster student-driven advocacy in competitive emerging markets.

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