The role of brand attachment strength in higher education

Article

Dennis, C., Papagiannidis, S., Alamanos, E. and Bourlakis, M. 2016. The role of brand attachment strength in higher education. Journal of Business Research. 69 (8), pp. 3049-3057. https://doi.org/10.1016/j.jbusres.2016.01.020
TypeArticle
TitleThe role of brand attachment strength in higher education
AuthorsDennis, C., Papagiannidis, S., Alamanos, E. and Bourlakis, M.
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.

KeywordsHigher education institution; University; Brand image; Brand attachment strength; Brand equity
PublisherElsevier
JournalJournal of Business Research
ISSN0148-2963
Electronic1873-7978
Publication dates
Online15 Feb 2016
Print01 Aug 2016
Publication process dates
Deposited04 Feb 2016
Accepted01 Dec 2015
Submitted01 Mar 2015
Output statusPublished
Publisher's version
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Copyright Statement

© 2016 The Authors. Published by Elsevier Inc. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).

Digital Object Identifier (DOI)https://doi.org/10.1016/j.jbusres.2016.01.020
Web of Science identifierWOS:000377726600047
LanguageEnglish
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