Blue blood students of occupational dynasties and their university choice: the moderating role of parent–child occupational following

Abstract

This study sheds light on a new category of students in higher education marketing literature–namely, occupational followers. We draw on expectancy-value theory, occupational following theory, and consumer buying behaviour premises to develop and empirically test a model for university choice decision. Data was collected from 367 prospective university students divided into two groups: occupational followers and non-occupational followers. Data was analysed using structural equation modelling. Results indicate that staff–new student online interactions are a key driver of new student satisfaction with online subject taster programs. The study provides empirical support for the direct effect of student satisfaction in shaping students’ extra-role behaviour and university brand preference. Specifically, occupational following moderates the relationship between brand preference and university decision as well as the relationship between extra-role behaviour and university decision.