Scale	Items	Adapted From:
1	Awareness	I always recognize the ASE (Bucharest University of Economic Studies) logo	Pinar et al., 2014 [23]
		ASE is one of the first universities that comes to mind when I think of existing economic study programs in the country
		I consider ASE to be a well-known university
2	Brand Associations	ASE courses and seminars help me to acquire the skills necessary for my training as a specialist in the field studied	Aaker, 1991 [51] Keller, 2020 [105]
		ASE contributes significantly to my personal and professional development
		ASE supports me in my personal and professional endeavour
		ASE contributes to my career success
3	Perceived Quality	The courses and seminars offered by ASE are always of a high quality	Aaker, 1991 [51] Jilllapalli and Jilllapalli, 2014 [106] Dennis et al., 2017 [107]
		University teachers are always well prepared
		The physical facilities offered by ASE (amphitheaters, seminar rooms, laboratories, gyms) are always clean and well maintained
		The administrative staff is always quick and eager to help the students
4	Trust	ASE is a reliable university	Jilllapalli and Jilllapalli, 2014 Dennis et al., 2017 [107]
		I always wait for ASE to do the right thing
		ASE is an integral /honest /fair university
		ASE always keeps its promises
5	Satisfaction	I am satisfied with the education I received at ASE	Bruner, 2009
		I am satisfied with the facilities offered to ASE students
		I am satisfied with the way I was treated as a student at ASE
		I think I did the right thing when I decided to choose ASE
		I am satisfied with how ASE has prepared me for my career
6	Commitment	I am very dedicated to this university	Jilllapalli and Jilllapalli, 2014 [106] Dennis et al., 2017 [107]
		This university is very important to me
		I really care about this university.
		I think this university is worth my effort to continue my studies here
7	Brand Loyalty	I would always follow other educational programs (master, doctorate) within ASE	Helgesen and Nesset, 2007 [35]; Rojas-Méndez et al., 2009 [29]
		If I had to choose a university today, I would choose ASE
		I often test positive for my acquaintances and /or friends
		I would recommend studying at ASE to my relatives and friends
8	Reputation	ASE has an excellent academic reputation	Plewa et al., 2015 [108]
		ASE has a good status in the education market
		ASE is considered a prestigious institution
9	Brand Equity	Compared to other universities, I would always prefer to study at ASE	Dennis et al., 2017 [107]
		If there was another university as good as ASE, I would also study at ASE
		If another university were similar to ASE, I would also study at ASE