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ArticleCollege choice and the university brand: exploring the consumer decision framework

Amber L. Stephenson2015

Article2015

College choice and the university brand: exploring the consumer decision framework

Amber L. Stephenson · Alex Heckert · David B. Yerger

67 citations·0/0 files stored·Higher Education

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Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence Corporate Identity and Reputation

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References

2002Qualitative research & evaluation methods 1992Alumni and their alma mater: A partial test of the reformulated model of organizational identification 1997Dimensions of Brand Personality 1983Advances in Consumer Research 1971The Theory of Buyer Behavior 1996Decision-Making Under Uncertainty: Capturing Dynamic Brand Choice Processes in Turbulent Consumer Goods Markets 2003Corporate brands: what are they? What of them?1981Attitude toward the AD as a Mediator of Consumer Brand Choice

Cited by

2018Information sought by prospective students from social media electronic word-of-mouth during the university choice process 2018Toward a New Model of College “choice” For a Twenty-first-century Context 2018Strategic brand management for higher education institutions with graduate degree programs: empirical insights from the higher education marketing mix 2017Role of human and relational capital of universities as underpinnings of a knowledge economy: A structural modelling perspective from north Indian universities 2023University brand: A systematic literature review

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Year2015

Typearticle

Published2015-06-30

VenueHigher Education

ISSN-L0018-1560

Languageen

Citations67

Files0 public / 0

ShelfConsumer Behavior in Brand Consumption and Identification

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doi10.1007/s10734-015-9919-1

openalex_workW2185998172

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2018How loyal can a graduate ever be? The influence of motivation and employment on student loyalty

2018Managing higher education brands with an emerging brand architecture: the role of shared values and competing brand identities

2020Institutional self-promotion: a comparative study of appraisal resources used by top- and second-tier universities in China and America