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This paper focuses on the determinants of student satisfaction and retention in a college or university that are assumed to impact students' college experience.

Using empirical data and Herzberg's two‐factor theory, a modified version of the questionnaire developed by Keaveney and Young was administered to approximately 160 undergraduate business students at a state university in South Central Pennsylvania. Using path analysis, the hypothesized effects were tested empirically by incorporating a comprehensive set of independent variables and self‐reported experiential assessments to predict experience, which in turn related to student satisfaction.

The results indicate that the path coefficients from faculty and classes to students' partial college experience are consistent with the assumption that these are key factors that influence student partial college experience. Also, the path coefficient from student partial college experience to satisfaction was consistent with Herzberg's two‐factor theory. In addition, students who have a positive college experience are more likely to be satisfied with the college or university than students who do not have a positive college experience.

By focusing on antecedents of student satisfaction, colleges and universities can align their organizational structure, processes and procedures to become more customer‐oriented. Small sample size and self‐explicated retention data are the limitations of this study.

It is recommended in this study that the changing nature of the higher education marketplace encourages college administrators to apply the customer‐oriented principles that are used in profit‐making institutions.

Using a satisfaction model and a comprehensive set of independent variables and self‐reported experiential assessments to predict experience, this paper provides empirical findings to understand student satisfaction in higher education institutions.

This study aims to examine the effects of celebrity negative publicity on attitude towards brand, corporation, brand reputation and corporate reputation, both directly and through the moderating effects of social media involvement, brand commitment, identification and attribution (both types). Associative network theory has been used to explain these effects.

A quantitative survey of 550 respondents was carried out in London and surrounding areas. Structural equation modelling was used to analyse the data.

The findings suggest that celebrity negative publicity affects brand reputation and corporate reputation. Further, the moderating effects of social media involvement and brand commitment on attitude towards brand and corporation, identification on attitude towards brand, attribution types on attitude towards corporation were not found.

To the best of the authors’ knowledge, this is the first paper to examine the effects of celebrity negative publicity on attitudes towards brand, attitude towards corporation, brand reputation and corporation reputation, directly, and through the moderating effects of attribution (both types), identification, commitment and social media. Findings from this study will minimise the gap in the literature on the topic and will help managers and policymakers to understand the effects of celebrity negative publicity in detail.