Chapter 13, Predicting Indian Higher Education University Brand Evangelism Using Social Exchange Theory and Student Psychological Contracts

The theory of Social Exchange and Students Psychological Contracts as Predictors of University Branding Evangelist in Indian Higher Education This research aimed to enhance empirical and theoretical comprehension of university brand evangelism is a consequence of a student’s psychological contracts within the advanced education industry. The conceptual system was established and evaluated by structural equation system involving students from two advanced education institutions in India. They demonstrate the pupil’s psychological contract affects university brand affection, leading to university brand advocacy. Consequently, university operations must to be clearly delineated by a social compact that specifies the responsibilities of employees as well as students. To facilitate university brand evangelism among students, higher education institution must meet the requirements outlined in the contract. Their personnel must satisfy the commitments arising from pledges made to pupils.