Az egyetemi (márka)közösséghez való tartozás vizsgálata
Exploring Belonging to the University (Brand) Community

Summary/Abstract: Competition in higher education does not only motivate institutions to satisfy the individual needs of their students. Besides student satisfaction, many times referred to as the focal point for institutional success, the role of communities has strengthened. The aim of the current research is to examine student university pride and sense of belonging to a brand community expressed through university merchandise. The results of the in-depth interviews show that examined students’ university brand pride can be expressed via positive recommendations, the happiness of belonging to a community, or via university branded merchandise. Interviewees also valued the overall university community and smaller sub-communities, which they felt part of.

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