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The role of brand attachment strength in higher education

Lookup NU author(s): Professor Savvas Papagiannidis, Dr Eleftherios Alamanos

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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).


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.


Publication metadata

Author(s): Dennis C, Papagiannidis S, Alamanos E, Bourlakis M

Publication type: Article

Publication status: Published

Journal: Journal of Business Research

Year: 2016

Volume: 69

Issue: 8

Pages: 3049-3057

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

Publisher: Elsevier

URL: http://dx.doi.org/10.1016/j.jbusres.2016.01.020

DOI: 10.1016/j.jbusres.2016.01.020


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