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August 10, 2026Journal of Strategic MarketingOpen Access

‘Support your university’: how brand identification drives supporting behaviours among students and employees

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Authors

FCFrancesca ChecchinatoCa' Foscari University of VeniceFFFulvio FortezzaUniversity of FerraraDSDebora SlanziCa' Foscari University of Venice

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Implication

The study examines how brand advocacy influences crowdfunding intention among university stakeholders, suggesting key strategies for support.

Key Points

  • This research explores how brand knowledge and brand pride impact brand identification and the subsequent crowdfunding intentions among university stakeholders.
  • Utilized survey data from an Italian public university
  • Employed multi-group structural equation modelling to analyze relationships
  • Investigated differences across stakeholder groups regarding brand advocacy
  • Brand pride is the key emotional driver linking brand knowledge to brand identification.
  • Brand identification impacts crowdfunding intention solely through investment-oriented advocacy.
  • General advocacy behaviours do not predict crowdfunding intention in this context.

Cite This Study

Checchinato et al. (2026) studied this question.

synapsesocial.com/papers/6a797d089c20a9bbd318408chttps://doi.org/10.1080/0965254x.2026.2711348
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1The university-generated social media content and students’ eWOM behavior: the mediating role of student-university identification2025 · 2 citations
  2. 2Brand advocacy: a scoping review and future research agenda2025 · 30 citations
  3. 3The emotion of pride in consumer behaviour and marketing: a review, classification and future research agenda2022 · 18 citations
  4. 4Student Identification With Business Education Models2007 · 38 citations
  5. 5When will scientists say yes? Antecedents, consequences and limitations of crowdfunding in research2023 · 9 citations