The effects of students: University identification on student’s extra role behaviours and turnover intention

Purpose: The purpose of this paper is to investigate the role of university identification to explain students’ involvement in extra-role behaviours and turnover intentions. The theoretical model developed, specifies the relationships between university identity and identification and between identification and behavioural patterns. Design/methodology/approach: Data have been collected from a sample of 338 students from an Italian University. Then, they have been analysed adopting linear regression models (multiple when occurs) and a path analysis through structural equations models has been developed. The Sobel test has been used in the analysis to verify the mediator role of variables. Findings: The results show that: the university identity perception of students have significant effect on university identification process; and student-university identification have significant effect on student’s advocacy, that is negatively related to turnover intention. Originality/value: This paper provides support for the importance of brand management in higher educational context. Institutions would benefit from communicating their identities clearly, coherently and in a persuasive manner, emphasising those aspects of the university’s identity that students and future students will perceive as prestigious and similar to their identities.