The role of brand attachment strength in higher education

By Charles Dennis, Savvas Papagiannidis, Eleftherios Alamanos, Michael Bourlakis. 2016

199 citations recorded by the source corpus.

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.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/c4a38d93c02af267970df4b8a896836146505748