Lookup NU author(s): Professor Savvas Papagiannidis,
Dr Eleftherios Alamanos
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).
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.
Author(s): Dennis C, Papagiannidis S, Alamanos E, Bourlakis M
Publication type: Article
Publication status: Published
Journal: Journal of Business Research
Print publication date: 01/08/2016
Online publication date: 15/02/2016
Acceptance date: 01/12/2015
ISSN (print): 0148-2963
ISSN (electronic): 1873-7978
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