This research empirically attempted to assess the effect of brand familiarity and perceived service quality on brand image as well as to explore the position of brand image on student satisfaction in addressing previous efforts' mixed outcomes and bridging the gaps in the private higher education area. The data were collected from students of Jadara university in Jordan. PLS-SEM methods were used to test hypothesized relationships on a sample of 112 students. | Examining antecedents and consequences of university brand image .den color inherit .ttnd ol .ttnd ul .ttnd dl padding 0 0px 0 20px .ttnd hr margin 10px 0px .ttnd a href javascript void 0 .ttnd a href color inherit dtextscript p text-align left dtextscript img vertical-align middle Management Science Letters 10 2020 953 960 lt br gt lt br gt lt br gt lt br gt Contents lists available at GrowingScience lt br gt lt br gt lt br gt Management Science Letters lt br gt homepage msl lt br gt lt br gt lt br gt lt br gt lt br gt Examining antecedents and consequences of university brand image lt br gt lt br gt lt br gt Abdelbaset Alkhawaldeha Abdallah Alsaadb Abdallah Taamnehb and Hussein Alhawamdeha lt br gt lt br gt lt br gt aAssitantProfessor College of Business Administration Taibah University Saudi Arabia lt br gt b lt br gt Assitant Professor The Faculty of Business Jadara University Jordan lt br gt CHRONICLE ABSTRACT lt br gt lt br gt Article history This research empirically attempted to assess the effect of brand familiarity and perceived service lt br gt Received September 30 2019 quality on brand image as well as to explore the position of brand image on student satisfaction in lt br gt Received in revised format No- addressing previous efforts mixed outcomes and bridging the gaps in the private higher education lt br gt vember 12 2019 lt br gt area. The data were collected from students of Jadara university in Jordan. PLS-SEM methods were lt br gt Accepted November 12 2019 lt br gt Available online used to test hypothesized relationships on a sample of 112 students. The findings show that famil- lt br gt November 12 2019 iarity with the brand and perceived quality of service had an important and beneficial connection lt br gt Keywords with the image of the brand. Also there was an important and positive connection between brand lt br gt Brand Familiarity image and students satisfaction. The revision has discussed the finding and an .
