The influence of student-university identification on student’s advocacy intentions: The role of student satisfaction and student trust Kotb Mohamed Abdelmaaboud, Abdelhamid Polo Peña, Ana Isabel Abdelrahman Mahrous, Abeer Higher education institutions Student-university identification Student satisfaction Student trust Student’s advocacy intentions This study examines the influence of student-university identification on student’s advocacy intentions directly and indirectly through student satisfaction and student trust and investigates the moderating role of students’ gender. Drawing upon a sample of (n = 741) undergraduate students from different Spanish universities and using structural equation modeling, the results showed that student-university identification, student satisfaction, and student trust are key influential factors in determining student’s advocacy intentions. The results also confirm the presence of the significant indirect effect of student-university identification on student’s advocacy intentions via student satisfaction and student trust. The results of multigroup analysis supported the significance of the difference between male and female students in the influence of student-university identification and student satisfaction on student’s advocacy intentions. 2024-03-20T12:44:36Z 2024-03-20T12:44:36Z 2021 journal article Abdelmaaboud, A.K., Polo Peña, A.I. & Mahrous, A.A. (2021) The influence of student-university identification on student’s advocacy intentions: the role of student satisfaction and student trust, Journal of Marketing for Higher Education, 31:2, 197-219. https://hdl.handle.net/10481/90115 10.1080/08841241.2020.1768613 eng http://creativecommons.org/licenses/by-nc-nd/4.0/ open access Attribution-NonCommercial-NoDerivatives 4.0 Internacional Taylor & Francis