The role of brand attachment strength in higher education
| dc.contributor.author | Dennis, Charles | |
| dc.contributor.author | Papagiannidis, Savvas | |
| dc.contributor.author | Alamanos, Eleftherios | |
| dc.contributor.author | Bourlakis, Michael | |
| dc.date.accessioned | 2017-02-15T17:11:48Z | |
| dc.date.available | 2017-02-15T17:11:48Z | |
| dc.date.issued | 2016-02-15 | |
| dc.description.abstract | 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. | en_UK |
| dc.identifier.citation | Charles Dennis, Savvas Papagiannidis, Eleftherios Alamanos, Michael Bourlakis, The role of brand attachment strength in higher education, Journal of Business Research, Volume 69, Issue 8, August 2016, pp. 3049-3057 | en_UK |
| dc.identifier.issn | 0148-2963 | |
| dc.identifier.uri | http://dx.doi.org/10.1016/j.jbusres.2016.01.020 | |
| dc.identifier.uri | http://dspace.lib.cranfield.ac.uk/handle/1826/11452 | |
| dc.language.iso | en | en_UK |
| dc.publisher | Elsevier | en_UK |
| dc.rights | Attribution-NonCommercial-NoDerivatives 4.0 International | |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/4.0/ | |
| dc.subject | Higher education institution | en_UK |
| dc.subject | University | en_UK |
| dc.subject | Brand image | en_UK |
| dc.subject | Brand attachment strength | en_UK |
| dc.subject | Brand equity | en_UK |
| dc.title | The role of brand attachment strength in higher education | en_UK |
| dc.type | Article | en_UK |