Page 73 - Azerbaijan State University of Economics

Tuba Bingöl, Leila Samii, Tej Dhakar: Co-Communication and Brand Reflection in Higher Education:
Perceptions of Enrollment Intention and Recommending

The second multiple linear regression was analyzed to examine if co-communication
and Brand reflection predicted recommending the university. Table 3 reflects that the
adjusted R square is significant at .62 which moderately explains the model. It was
discovered that Co-communication was highly significant on recommending a
university to others (p value = 0.00). Brand reflection was also highly significant on
recommending a university to other (p value = 0.00).

Table 3: The unstandardised and standardised regression coefficients for brand
reflection and co-communication entered into recommending university model
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Variable B SE B B
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Brand Reflection score 1.08 .08 .74
Co-Communication score .41 .08 .29
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p < 0.01

Regression 2: ̂ = 5.269 + 0.410 + 1.075
2
Std. error (0.08) (0.08)
t stat 5.50 14.40

The results indicate co-communication is significant at the 0.01 level. Therefore,
Co-communication has a positive impact on recommending a university.

Brand reflection is also significant at the 0.01 level. Therefore, brand reflection has a
positive impact on recommending a university.

6.DISCUSSION AND CONCLUSION

Research suggests that WOM marketing can be a strong factor to develop brand image
and brand attitude (Senecal & Nantel, 2004; Kozinets et al. 2010; Kaplan & Haenlein,
2010). Our research explored WOM as a combination of UGC and UCC to develop
Co-collaboration. Moreover, brand image and brand attitude were factored to develop
brand reflection. Our research findings indicate that when tested separately, Co-
collaboration and Brand reflection were predictors of enrollment intention and
recommending the university.

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