Articlehybrid2016

The role of brand attachment strength in higher education

Charles Dennis · Savvas Papagiannidis · Eleftherios Alamanos · Michael Bourlakis

218 citations0/0 files storedJournal of Business Research

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Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Corporate Identity and Reputation

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.

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References

1994The Commitment-Trust Theory of Relationship Marketing 1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1995An Integrative Model Of Organizational Trust 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 2015Common Method Bias in PLS-SEM 1990A Model of Distributor Firm and Manufacturer Firm Working Partnerships 1990WHAT'S IN A NAME? REPUTATION BUILDING AND CORPORATE STRATEGY.1999The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships

Cited by

2019Higher education service quality, student satisfaction and loyalty 2019Predicting continuance intention toward mobile branded apps through satisfaction and attachment 2022Brand attachment: a review and future research 2019University Reputation, Brand Attachment and Brand Personality as Antecedents of Student Loyalty: A Study in Higher Education Context 2022Antecedents and consequences of brand attachment: A literature review and research agenda 2018Brand trust, institutional commitment, and their impact on student loyalty: evidence for higher education in India

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