The Student Psychological Contract as a Predictor of University Brand Evangelism in Tanzanian Higher Education: Insights from Social Exchange Theory

Abstract

This study sought to extend empirical and theoretical understanding of university brand evangelism as an outcome of the student  psychological contract in the higher education sector. The conceptual model was developed and tested using structural equation  modelling on 451 students at two colleges of higher education in Tanzania. The findings indicate that the student psychological contract  influences university brand love en route to university brand evangelism. Thus, university operations should be well-defined by a social contract that stipulates the obligations of both students and staff. For students to engage in university brand evangelism, higher  education institutions must fulfill their expectations as stipulated in the contract. More specifically, their staff should fulfill their  obligations emanating from promises made to students. This calls for specific standard procedures to fulfil expectations and thus  optimise university brand evangelism.