The role of brand attachment strength in higher education

Dennis, Charles and Papagiannidis, Savvas and Alamanos, Eleftherios and Bourlakis, Michael (2016) The role of brand attachment strength in higher education. Journal of Business Research, 69 (8). pp. 3049-3057. ISSN 0148-2963

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This paper examines the effect of brand attachment and its antecedents on commitment, satisfaction, trust and brand equity in the context of Higher Education Institutions. The findings from an online survey with students and recent graduates (n=605) in the United States indicate that brand meaning is the main antecedent of brand attachment strength that affects satisfaction, trust, and commitment as well as brand equity. The effect of the brand attachment antecedents on satisfaction is stronger for current students whereas the effect of brand attachment antecedents on commitment is stronger for recent graduates. The effect of attachment strength on brand equity is also stronger for recent graduates. The paper also highlights practical implications for higher education managers and policy makers.

Item Type: Article
Additional Information: Available online 15 February 2016
Keywords (uncontrolled): Higher Education Institution; Brand Attachment Strength; Brand Equity
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 18811
Notes on copyright: Gold OA.
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Depositing User: Charles Dennis
Date Deposited: 04 Feb 2016 12:47
Last Modified: 05 Sep 2018 12:49

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