publication . Article . Conference object . Other literature type . 2016

The role of brand attachment strength in higher education

Eleftherios Alamanos; Savvas Papagiannidis; Michael Bourlakis; Charles Dennis;
Open Access English
  • Published: 01 Aug 2016 Journal: Journal of Business Research, issue 8, pages 3,049-3,057 (issn: 01482963, Copyright policy)
  • Publisher: The Authors. Published by Elsevier Inc.
  • Country: United Kingdom
AbstractThis 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 bran...
free text keywords: Higher education institution, University, Brand image, Brand attachment strength, Brand equity, Marketing
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