How do big 5 personality traits impact university brand value co- creation intention?

Abstract

quantitative research is adopted using partial least squares structural equation modeling (PLS-SEM) to analyze the influence of the five-factor model (FFM), student involvement (SI), and student adaptiveness (SA) on their value co-creation willingness within the university brand context. The analysis was based on survey data collected from 375 formal training, master's, and Ph.D. students in Ho Chi Minh City. The findings indicate student involvement and student adaptiveness have been confirmed as potential mediators in determining students’ value co-creation willingness via personality traits tied to the five-factor theory. Moreover, all proposed personality traits of students positively influence student involvement and, ultimately, their value co-creation willingness with the university brand. However, concerning student adaptiveness, we found that agreeableness and neuroticism have no impact on this construct. This study theoretically implicates the feasibility of utilizing involvement and adaptiveness as mediators to understand an individual's willingness to co-create value via the big five personality traits. Additionally, this study also suggests strategies for higher education institutions to engage with their learners effectively to co-create value for their branding