عنوان انگلیسی مقاله:

The role of brand attachment strength in higher education

ترجمه عنوان مقاله: نقش قدرت دلبستگی نام تجاری در آموزش عالی

رشته: مدیریت بازاریابی

سال انتشار: 2016

تعداد صفحات مقاله انگلیسی: 9 صفحه

منبع: ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

Abstract The role of brand attachment strength in higher education

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.

Keywords: Higher education institution, University, Brand image, Brand attachment strength, Brand equity

مقدمه مقاله

Introduction The role of brand attachment strength in higher education

In an increasingly competitive higher education sector, universities face significant challenges when it comes to recruiting new students (Bock, Poole, & Joseph, 2014; Joseph, Mullen, & Spake, 2012). Recruitment is only the beginning of a long-term relationship that higher education institutions (HEI) need to cultivate, not only while students attend the programs but also beyond graduation. How universities manage the relationship with the students and how students perceive their institution’s brand can have an impact on the attachment with the institution and in turn on students’ intentions to engage with the university in the future.
 
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