The interplay of brand identification, satisfaction, and psychological well-being: a mediational role of positive WOM behavior in higher education
Abstract Background This study explores the interplay between department brand identification, student satisfaction, and psychological well-being among social work students. It also examines the mediating role of positive word-of-mouth (PWOM) behavior to understand how these factors interact. By fos...
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2025-05-01
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| Series: | BMC Psychology |
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| Online Access: | https://doi.org/10.1186/s40359-025-02931-6 |
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| author | Melda Aslan Harun Aslan |
| author_facet | Melda Aslan Harun Aslan |
| author_sort | Melda Aslan |
| collection | DOAJ |
| description | Abstract Background This study explores the interplay between department brand identification, student satisfaction, and psychological well-being among social work students. It also examines the mediating role of positive word-of-mouth (PWOM) behavior to understand how these factors interact. By fostering a sense of identity and satisfaction, universities can enhance students’ well-being and institutional loyalty. Methods A cross-sectional study design was employed with a sample of 401 undergraduate students selected through convenience sampling. Structural equation modeling (SEM) was used to analyze the relationships among department brand identification, student satisfaction, psychological well-being, and the mediating effect of PWOM behavior. Results Findings revealed that PWOM fully mediates the relationship between department brand identification and psychological well-being, suggesting that a strong sense of departmental identity influences mental health through advocacy behaviors. Additionally, PWOM partially mediates the relationship between student satisfaction and psychological well-being, indicating both direct and indirect effects of satisfaction on mental health. These results highlight the importance of fostering a cohesive departmental culture to enhance students’ emotional connections, satisfaction, and advocacy behaviors. Conclusions The study underscores the strategic role of student satisfaction in promoting psychological well-being and institutional loyalty. By encouraging positive experiences and a sense of belonging, universities can support students’ resilience and engagement. Future research should explore these relationships in different academic settings and employ longitudinal designs to provide deeper insights. |
| format | Article |
| id | doaj-art-7bd6e3b882f14325a4576a25ebbfbf9c |
| institution | OA Journals |
| issn | 2050-7283 |
| language | English |
| publishDate | 2025-05-01 |
| publisher | BMC |
| record_format | Article |
| series | BMC Psychology |
| spelling | doaj-art-7bd6e3b882f14325a4576a25ebbfbf9c2025-08-20T02:38:32ZengBMCBMC Psychology2050-72832025-05-0113111410.1186/s40359-025-02931-6The interplay of brand identification, satisfaction, and psychological well-being: a mediational role of positive WOM behavior in higher educationMelda Aslan0Harun Aslan1Department of Marketing and Advertising, Social Sciences Vocational School, Ankara Yıldırım Beyazıt UniversityFaculty of Health Sciences, Department of Social Work, Kastamonu UniversityAbstract Background This study explores the interplay between department brand identification, student satisfaction, and psychological well-being among social work students. It also examines the mediating role of positive word-of-mouth (PWOM) behavior to understand how these factors interact. By fostering a sense of identity and satisfaction, universities can enhance students’ well-being and institutional loyalty. Methods A cross-sectional study design was employed with a sample of 401 undergraduate students selected through convenience sampling. Structural equation modeling (SEM) was used to analyze the relationships among department brand identification, student satisfaction, psychological well-being, and the mediating effect of PWOM behavior. Results Findings revealed that PWOM fully mediates the relationship between department brand identification and psychological well-being, suggesting that a strong sense of departmental identity influences mental health through advocacy behaviors. Additionally, PWOM partially mediates the relationship between student satisfaction and psychological well-being, indicating both direct and indirect effects of satisfaction on mental health. These results highlight the importance of fostering a cohesive departmental culture to enhance students’ emotional connections, satisfaction, and advocacy behaviors. Conclusions The study underscores the strategic role of student satisfaction in promoting psychological well-being and institutional loyalty. By encouraging positive experiences and a sense of belonging, universities can support students’ resilience and engagement. Future research should explore these relationships in different academic settings and employ longitudinal designs to provide deeper insights.https://doi.org/10.1186/s40359-025-02931-6Psychological well-beingStudent satisfactionDepartment brand identificationPositive word-of-mouth behaviorHigher educationQuality education |
| spellingShingle | Melda Aslan Harun Aslan The interplay of brand identification, satisfaction, and psychological well-being: a mediational role of positive WOM behavior in higher education BMC Psychology Psychological well-being Student satisfaction Department brand identification Positive word-of-mouth behavior Higher education Quality education |
| title | The interplay of brand identification, satisfaction, and psychological well-being: a mediational role of positive WOM behavior in higher education |
| title_full | The interplay of brand identification, satisfaction, and psychological well-being: a mediational role of positive WOM behavior in higher education |
| title_fullStr | The interplay of brand identification, satisfaction, and psychological well-being: a mediational role of positive WOM behavior in higher education |
| title_full_unstemmed | The interplay of brand identification, satisfaction, and psychological well-being: a mediational role of positive WOM behavior in higher education |
| title_short | The interplay of brand identification, satisfaction, and psychological well-being: a mediational role of positive WOM behavior in higher education |
| title_sort | interplay of brand identification satisfaction and psychological well being a mediational role of positive wom behavior in higher education |
| topic | Psychological well-being Student satisfaction Department brand identification Positive word-of-mouth behavior Higher education Quality education |
| url | https://doi.org/10.1186/s40359-025-02931-6 |
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