Wymiary przynależności do społeczności wokół marki uczelni i ich konsekwencje
Dimensions of University Brand Community and Their Consequences

Summary/Abstract: The purpose of this paper is to identify dimensions of brand community (BC) in higher education and explore their relationship with marketing consequences (word-of-mouth and student loyalty). In the first part of the paper a brief literature review on brand communities (definition, characteristics, current streams of research) is presented, as well as its application in higher education sector is outlined. In the second part, the results of a quantitative study are presented and discussed: the dimensions of BC are identified and their level is compared in three different higher education institutions.

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