The role of brand attachment strength in higher education

Dennis, Charles ORCID logoORCID:, Papagiannidis, Savvas, 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 [Article] (doi:10.1016/j.jbusres.2016.01.020)

PDF - Published version (with publisher's formatting)
Available under License Creative Commons Attribution-NonCommercial-NoDerivatives 4.0.

Download (363kB) | Preview


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: © 2016 The Authors. Published by Elsevier Inc. This is an open access article under the CC BY-NC-ND license
Useful Links:
Depositing User: Charles Dennis
Date Deposited: 04 Feb 2016 12:47
Last Modified: 29 Nov 2022 21:41

Actions (login required)

View Item View Item


Activity Overview
6 month trend
6 month trend

Additional statistics are available via IRStats2.