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
License
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
Permalink -

https://repository.mdx.ac.uk/item/861x5

Log in to edit

Download files

Publisher's version
1-s2.0-S0148296316000333-main.pdf
License: CC BY-NC-ND 4.0

  • 54
    total views
  • 19
    total downloads
  • 3
    views this month
  • 1
    downloads this month

Export as

Related outputs

Corporate identity management: a study of employees’ perceptions in the context of the retail and the hospitality and tourism sectors
Foroudi, P., Paydas Turan, C., Melewar, T., Dennis, C. and Tzempelikos, N. 2024. Corporate identity management: a study of employees’ perceptions in the context of the retail and the hospitality and tourism sectors. International Journal of Hospitality Management. 122, p. 103876. https://doi.org/10.1016/j.ijhm.2024.103876
Job demands-resources theory extended: stress, loneliness, andcare responsibilities impacting UK doctoral students’ and academics’ mental health
Ueno, A., Yu, C., Curtis, L. and Dennis, C. 2024. Job demands-resources theory extended: stress, loneliness, andcare responsibilities impacting UK doctoral students’ and academics’ mental health. Studies in Higher Education. https://doi.org/10.1080/03075079.2024.2357148
Will social media celebrities drive me crazy? Exploring the effects of celebrity endorsement on impulsive buying behavior in social commerce
Shao, Z., Ho, J., Tan, G., Ooi, K. and Dennis, C. 2024. Will social media celebrities drive me crazy? Exploring the effects of celebrity endorsement on impulsive buying behavior in social commerce. International Journal of Consumer Studies. 48 (3). https://doi.org/10.1111/ijcs.13047
Digital transformation: A multidisciplinary perspective and future research agenda
Paul, J., Ueno, A., Dennis, C., Alamanos, E., Curtis, L., Foroudi, P., Kacprzak, A., Kunz, W.H., Liu, J., Marvi, R., Nair, S., Ozdemir, O., Pantano, E., Papadopoulos, T., Petit, O., Tyagi, S. and Wirtz, J. 2024. Digital transformation: A multidisciplinary perspective and future research agenda. International Journal of Consumer Studies. 48 (2). https://doi.org/10.1111/ijcs.13015
Examining the effects of celebrity negative publicity on attitude to, and reputation of brand and corporation, directly and based on moderating factors
Hussain, S., Pascaru, O., Priporas, C., Foroudi, P., Melewar, T. and Dennis, C. 2023. Examining the effects of celebrity negative publicity on attitude to, and reputation of brand and corporation, directly and based on moderating factors. European Business Review. 35 (469), pp. 469-499. https://doi.org/10.1108/ebr-05-2022-0098
ChatGPT and consumers: Benefits, pitfalls and future research agenda
Paul, J., Ueno, A. and Dennis, C. 2023. ChatGPT and consumers: Benefits, pitfalls and future research agenda. International Journal of Consumer Studies. 47 (4), pp. 1213-1225. https://doi.org/10.1111/ijcs.12928
Examining the influence of user-generated content on the fashion consumer online experience
Vazquez, D., Cheung, J., Nguyen, B., Dennis, C. and Kent, A. 2021. Examining the influence of user-generated content on the fashion consumer online experience. Journal of Fashion Marketing and Management. 25 (3), pp. 528-547. https://doi.org/10.1108/JFMM-02-2020-0018
Inclusive or exclusive? Investigating how retail technology can reduce old consumers’ barriers to shopping
Pantano, E., Viassone, M., Boardman, R. and Dennis, C. 2022. Inclusive or exclusive? Investigating how retail technology can reduce old consumers’ barriers to shopping. Journal of Retailing and Consumer Services. 68. https://doi.org/10.1016/j.jretconser.2022.103074
Shopping centres revisited: exploring new attributes of attractiveness
Pantano, E., Dennis, C. and De Pietro, M. 2021. Shopping centres revisited: exploring new attributes of attractiveness. Journal of Retailing and Consumer Services. 61. https://doi.org/10.1016/j.jretconser.2021.102576
Emerging digital technologies and consumer decision-making in retail sector: towards an integrative conceptual framework
Sharma, P., Ueno, A., Dennis, C. and Turan, P. 2023. Emerging digital technologies and consumer decision-making in retail sector: towards an integrative conceptual framework. Computers in Human Behavior. 148. https://doi.org/10.1016/j.chb.2023.107913
Digital exclusion and relative digital deprivation: Exploring factors and moderators of internet non-use in the UK
Ueno, A., Dennis, C. and Dafoulas, G. 2023. Digital exclusion and relative digital deprivation: Exploring factors and moderators of internet non-use in the UK. Technological Forecasting and Social Change. 197. https://doi.org/10.1016/j.techfore.2023.122935
Shaping the metaverse into reality: a holistic multidisciplinary understanding of opportunities, challenges, and avenues for future investigation
Koohang, A., Nord, J., Ooi, K., Tan, G., Al-Emran, M., Aw, E., Baabdullah, A., Buhalis, D., Cham, T., Dennis, C., Dutot, V., Dwivedi, Y., Hughes, L., Mogaji, E., Pandey, N., Phau, I., Raman, R., Sharma, A., Sigala, M., Ueno, A. and Wong, L. 2023. Shaping the metaverse into reality: a holistic multidisciplinary understanding of opportunities, challenges, and avenues for future investigation. Journal of Computer Information Systems. 63 (3), pp. 735-765. https://doi.org/10.1080/08874417.2023.2165197
The pandemic consumer response: A stockpiling perspective and shopping channel preferences
Papagiannidis, S., Alamanos, E., Bourlakis, M. and Dennis, C. 2023. The pandemic consumer response: A stockpiling perspective and shopping channel preferences. British Journal of Management. 34 (2), pp. 664-691. https://doi.org/10.1111/1467-8551.12616
Enhancing value co-creation behaviour in digital peer-to-peer platforms: an integrated approach
Alqayed, Y., Foroudi, P., Kaouther, K., Foroudi, M. and Dennis, C. 2022. Enhancing value co-creation behaviour in digital peer-to-peer platforms: an integrated approach. International Journal of Hospitality Management. 102, pp. 1-19. https://doi.org/10.1016/j.ijhm.2022.103140
Digital poverty in the UK: analysis of secondary data
Dafoulas, G., Ueno, A. and Dennis, C. 2022. Digital poverty in the UK: analysis of secondary data. London, UK British Academy.
Consumer perceptions of Sustainable Development Goals: conceptualisation, measurement, and contingent effects
Foroudi, P., Marvi, R., Cuomo, M., Bagozzi, R., Dennis, C. and Jannelli, R. 2022. Consumer perceptions of Sustainable Development Goals: conceptualisation, measurement, and contingent effects. British Journal of Management. 34 (3), pp. 1157-1183. https://doi.org/10.1111/1467-8551.12637
Shall we dance? Recreational dance, well-being and productivity performance during COVID-19: a three-country study
Vecchi, M., Elf, P., Ueno, A., Dilmperi, A., Dennis, C. and Devereux, L. 2022. Shall we dance? Recreational dance, well-being and productivity performance during COVID-19: a three-country study. Journal of International Marketing. 30 (2), pp. 56-72. https://doi.org/10.1177/1069031X221079609
A multi-analytical approach to studying customers motivations to use innovative totally autonomous vehicles
McLeay, F., Olya, H., Liu, H., Jayawardhena, C. and Dennis, C. 2022. A multi-analytical approach to studying customers motivations to use innovative totally autonomous vehicles. Technological Forecasting and Social Change. 174. https://doi.org/10.1016/j.techfore.2021.121252
Retail managers’ preparedness to capture customers’ emotions: a new synergistic framework to exploit unstructured data with new analytics
Pantano, E., Dennis, C. and Alamanos, E. 2022. Retail managers’ preparedness to capture customers’ emotions: a new synergistic framework to exploit unstructured data with new analytics. British Journal of Management. 33 (3), pp. 1179-1199. https://doi.org/10.1111/1467-8551.12542
Does trust play a role when it comes to donations? A comparison of Italian and US higher education institutions
Francioni, B., Curina, I., Dennis, C., Papagiannidis, S., Alamanos, E., Bourlakis, M. and Hegner, S. 2021. Does trust play a role when it comes to donations? A comparison of Italian and US higher education institutions. Higher Education. 82 (1), pp. 85-105. https://doi.org/10.1007/s10734-020-00623-1
An assessment of customer experience concept: looking back to move forward
Zha, D., Marvi, R., Foroudi, P., Dennis, C., Ueno, A., Jin, Z. and Melewar, T. 2021. An assessment of customer experience concept: looking back to move forward. in: Melewar, T., Dennis, C. and Foroudi, P. (ed.) Building Corporate Identity, Image and Reputation in the Digital Era London Routledge. pp. 289-306
Place/Nation branding and marketing: rethinking synergies and relations [Editorial]
Foroudi, P., Dennis, C. and Melewar, T. 2020. Place/Nation branding and marketing: rethinking synergies and relations [Editorial]. Journal of Business Research. 116, pp. 595-596. https://doi.org/10.1016/j.jbusres.2020.05.047
Competing during a pandemic? Retailers’ ups and downs during the COVID-19 outbreak
Pantano, E., Pizzi, G., Scarpi, D. and Dennis, C. 2020. Competing during a pandemic? Retailers’ ups and downs during the COVID-19 outbreak. Journal of Business Research. 116, pp. 209-213. https://doi.org/10.1016/j.jbusres.2020.05.036
Introduction to the special issue of the 3rd international colloquium on design, branding and marketing
Dilmperi, A., McIntyre, C., Dennis, C. and Melewar, T. 2020. Introduction to the special issue of the 3rd international colloquium on design, branding and marketing. Journal of Retailing and Consumer Services. 55. https://doi.org/10.1016/j.jretconser.2020.102126
Evaluating the impact of online peer to peer value co-creation in online Hospitality sector
Alqayed, Y., Foroudi, P., Dennis, C., Foroudi, M. and Kaouther, K. 2020. Evaluating the impact of online peer to peer value co-creation in online Hospitality sector. European Journal of International Management. https://doi.org/10.1504/EJIM.2023.10065508
Guest editorial [Branding and place branding management: theory, research, and practice]
Foroudi, P., Dennis, C., Stylidis, D. and Melewar, T. 2020. Guest editorial [Branding and place branding management: theory, research, and practice]. Qualitative Market Research: An International Journal. 23 (4), pp. 541-547. https://doi.org/10.1108/QMR-09-2020-196
Towards a theoretical framework on sensorial place brand identity
Rodrigues, C., Skinner, H., Dennis, C. and Melewar, T. 2020. Towards a theoretical framework on sensorial place brand identity. Journal of Place Management and Development. 13 (3), pp. 273-295. https://doi.org/10.1108/JPMD-11-2018-0087
Examining the effects of celebrity trust on advertising credibility, brand credibility and corporate credibility
Hussain, S., Melewar, T., Priporas, C., Foroudi, P. and Dennis, C. 2020. Examining the effects of celebrity trust on advertising credibility, brand credibility and corporate credibility. Journal of Business Research. 109, pp. 472-488. https://doi.org/10.1016/j.jbusres.2019.11.079
A holistic framework of corporate website favourability
Ageeva, E., Foroudi, P., Melewar, T., Nguyen, B. and Dennis, C. 2020. A holistic framework of corporate website favourability. Corporate Reputation Review. 23 (3), pp. 201-214. https://doi.org/10.1057/s41299-019-00079-9
Facilitating tourists' decision making through open data analyses: a novel recommender system
Pantano, E., Priporas, C., Stylos, N. and Dennis, C. 2019. Facilitating tourists' decision making through open data analyses: a novel recommender system. Tourism Management Perspectives. 31, pp. 323-331. https://doi.org/10.1016/j.tmp.2019.06.003
Store buildings as tourist attractions: mining retail meaning of store building pictures through a machine learning approach
Pantano, E. and Dennis, C. 2019. Store buildings as tourist attractions: mining retail meaning of store building pictures through a machine learning approach. Journal of Retailing and Consumer Services. 51, pp. 304-310. https://doi.org/10.1016/j.jretconser.2019.06.018
Evaluating the factors of corporate website favorability: a case of UK and Russia
Ageeva, E., Melewar, T., Foroudi, P. and Dennis, C. 2019. Evaluating the factors of corporate website favorability: a case of UK and Russia. Qualitative Market Research: An International Journal. 22 (5), pp. 687-715. https://doi.org/10.1108/QMR-09-2017-0122
Cues adopted by consumers in examining corporate website favorability: an empirical study of financial institutions in the UK and Russia
Ageeva, E., Melewar, T., Foroudi, P. and Dennis, C. 2019. Cues adopted by consumers in examining corporate website favorability: an empirical study of financial institutions in the UK and Russia. Journal of Business Research. 98, pp. 15-32. https://doi.org/10.1016/j.jbusres.2018.12.079
Making sense of consumers' tweets: Sentiment outcomes for fast fashion retailers through big data analytics
Pantano, E., Giglio, S. and Dennis, C. 2019. Making sense of consumers' tweets: Sentiment outcomes for fast fashion retailers through big data analytics. International Journal of Retail & Distribution Management. 47 (9), pp. 915-927. https://doi.org/10.1108/IJRDM-07-2018-0127
How Viable Is the UTAUT Model in a Non-Western Context?
Al-Qeisi, K., Dennis, C., Hegazy, A. and Abbad, M. 2015. How Viable Is the UTAUT Model in a Non-Western Context? International Business Research. 8 (2), pp. 204-219. https://doi.org/10.5539/ibr.v8n2p204
Developing and assessing transferable skills in higher education: a field trial and a way forward
Dennis, C., Smith, C. and Wadsworth, D. 2014. Developing and assessing transferable skills in higher education: a field trial and a way forward. International Journal of Management and Marketing Academy. 2 (1), pp. 1-25.
The value of region of origin, producer and protected designation of origin label for visitors and locals: the case of Fontina cheese in Italy
Marcoz, E., Melewar, T. and Dennis, C. 2016. The value of region of origin, producer and protected designation of origin label for visitors and locals: the case of Fontina cheese in Italy. International Journal of Tourism Research. 18, pp. 236-250. https://doi.org/10.1002/jtr.2000
Investigating the uses of corporate reputation and its effects on brand segmentation, brand differentiation and brand positioning: evidence from the Taiwanese pharmaceutical industry
Chen, C., Nguyen, B., Melewar, T. and Dennis, C. 2017. Investigating the uses of corporate reputation and its effects on brand segmentation, brand differentiation and brand positioning: evidence from the Taiwanese pharmaceutical industry. International Studies of Management and Organization. 47 (3), pp. 240-257. https://doi.org/10.1080/00208825.2017.1318019
Place branding gathering momentum
Kavaratzis, M. and Dennis, C. 2018. Place branding gathering momentum. Place Branding and Public Diplomacy. 14 (2), pp. 75-77. https://doi.org/10.1057/s41254-018-0098-6
A new approach to retailing for successful competition in the new smart scenario
Pantano, E., Priporas, C. and Dennis, C. 2018. A new approach to retailing for successful competition in the new smart scenario. International Journal of Retail & Distribution Management. 46 (3), pp. 264-282. https://doi.org/10.1108/IJRDM-04-2017-0080
A cross-national study of evolutionary origins of gender shopping styles: she gatherer, he hunter?
Dennis, C., Brakus, J., Ferrer, G., McIntyre, C., Alamanos, E. and King, T. 2018. A cross-national study of evolutionary origins of gender shopping styles: she gatherer, he hunter? Journal of International Marketing. 26 (4), pp. 38-53. https://doi.org/10.1177/1069031X18805505
Examining the influence of corporate website favorability on corporate image and corporate reputation: findings from fsQCA
Ageeva, E., Melewar, T., Foroudi, P., Dennis, C. and Jin, Z. 2018. Examining the influence of corporate website favorability on corporate image and corporate reputation: findings from fsQCA. Journal of Business Research. 89, pp. 287-304. https://doi.org/10.1016/j.jbusres.2018.01.036
PROMISING THE DREAM: Changing destination image of London through the effect of website place
Foroudi, P., Akarsu, T., Ageeva, E., Foroudi, M., Dennis, C. and Melewar, T. 2018. PROMISING THE DREAM: Changing destination image of London through the effect of website place. Journal of Business Research. 83, pp. 97-110. https://doi.org/10.1016/j.jbusres.2017.10.003
Value co-creation through multiple shopping channels: the interconnections with social exclusion and wellbeing
Dennis, C., Bourlakis, M., Alamanos, E., Papagiannidis, S. and Brakus, J. 2017. Value co-creation through multiple shopping channels: the interconnections with social exclusion and wellbeing. International Journal of Electronic Commerce. 21 (4), pp. 517-547. https://doi.org/10.1080/10864415.2016.1355644
Understanding the effect of smart retail brand - consumer communications via mobile instant messaging (MIM) - an empirical study in the Chinese context
Vazquez, D., Dennis, C. and Zhang, Y. 2017. Understanding the effect of smart retail brand - consumer communications via mobile instant messaging (MIM) - an empirical study in the Chinese context. Computers in Human Behavior. 77, pp. 425-436. https://doi.org/10.1016/j.chb.2017.08.018
Preferences of smart shopping channels and their impact on perceived wellbeing and social inclusion
Papagiannidis, S., Bourlakis, M., Alamanos, E. and Dennis, C. 2017. Preferences of smart shopping channels and their impact on perceived wellbeing and social inclusion. Computers in Human Behavior. 77, pp. 396-405. https://doi.org/10.1016/j.chb.2017.04.029
Towards a framework for identifying attitudes and intentions to music acquisition from legal and illegal channels
Dilmperi, A., King, T. and Dennis, C. 2017. Towards a framework for identifying attitudes and intentions to music acquisition from legal and illegal channels. Psychology and Marketing. 34 (4), pp. 428-447. https://doi.org/10.1002/mar.20998
To immerse or not? Experimenting with two virtual retail environments
Papagiannidis, S., Pantano, E., See-to, E., Dennis, C. and Bourlakis, M. 2017. To immerse or not? Experimenting with two virtual retail environments. Information Technology and People. 30 (1), pp. 163-188. https://doi.org/10.1108/ITP-03-2015-0069
Managing consumers' dynamics within the emerging smart retail settings: introduction to the special issue
Pantano, E., Priporas, C. and Dennis, C. 2017. Managing consumers' dynamics within the emerging smart retail settings: introduction to the special issue. Technological Forecasting and Social Change. 124, pp. 225-227. https://doi.org/10.1016/j.techfore.2017.06.018
Exploring the origin of retail stores in Europe: evidence from Southern Italy from the 6th century BCE to the 3rd century BCE
Pantano, E. and Dennis, C. 2017. Exploring the origin of retail stores in Europe: evidence from Southern Italy from the 6th century BCE to the 3rd century BCE. Journal of Retailing and Consumer Services. 39, pp. 243-249. https://doi.org/10.1016/j.jretconser.2017.08.020
Website design quality and usage behavior: Unified Theory of Acceptance and Use of Technology
Al-Qeisi, K., Dennis, C., Alamanos, E. and Jayawardhena, C. 2014. Website design quality and usage behavior: Unified Theory of Acceptance and Use of Technology. Journal of Business Research. 67 (11), pp. 2282-2290. https://doi.org/10.1016/j.jbusres.2014.06.016
Does social exclusion influence multiple channel use? The interconnections with community, happiness, and well-being
Dennis, C., Alamanos, E., Papagiannidis, S. and Bourlakis, M. 2016. Does social exclusion influence multiple channel use? The interconnections with community, happiness, and well-being. Journal of Business Research. 69 (3), pp. 1061-1070. https://doi.org/10.1016/j.jbusres.2015.08.019
Pirates of the web: the curse of illegal downloading
Dilmperi, A., King, T. and Dennis, C. 2011. Pirates of the web: the curse of illegal downloading. Journal of Retailing and Consumer Services. 18 (2), pp. 132-140. https://doi.org/10.1016/j.jretconser.2010.12.004
The effect of digital signage on shoppers' behavior: the role of the evoked experience
Dennis, C., Brakus, J., Gupta, S. and Alamanos, E. 2014. The effect of digital signage on shoppers' behavior: the role of the evoked experience. Journal of Business Research. 67 (11), pp. 2250-2257. https://doi.org/10.1016/j.jbusres.2014.06.013
Corporate impression formation in online communities: a qualitative study
Hallier Willi, C., Nguyen, B., Melewar, T. and Dennis, C. 2014. Corporate impression formation in online communities: a qualitative study. Qualitative Market Research: An International Journal. 17 (4), pp. 410-440. https://doi.org/10.1108/QMR-07-2013-0049