Abstract
In an increasingly competitive higher education sector, universities face significant challenges when it comes to recruiting new students. Recruitment is only the beginning of a long-term relationship that higher education institutions (HEIs) need to cultivate, not only while students attend the programs but also beyond graduation. Previous studies highlight the need for research in relation to the power that comes from successful branding and the implications for HEIs (Dholakia and Acciardo 2014). This paper aims to contribute to an underdeveloped area in the literature related to brand attributes and their importance in the context of the higher education sector (Chapleo 2010). The paper has three aims which represent major research gaps identified in contemporary literature. Specifically, the first aim of this work is to investigate whether universities’ positioning strategies should continue focusing on building prestige or whether strategies aimed at improving student satisfaction could have more positive effects on brand equity. The second aim of this work is to examine whether the perceived by the students brand equity of an institution is different for students and graduates. The third aim of the paper is to examine the relationship between attachment strength and satisfaction.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2017 Academy of Marketing Science
About this paper
Cite this paper
Dennis, C., Papagiannidis, S., Alamanos, E., Bourlakis, M. (2017). The Role of Brand Attachment and Its Antecedents in Brand Equity in Higher Education: An Extended Abstract. In: Stieler, M. (eds) Creating Marketing Magic and Innovative Future Marketing Trends. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-45596-9_56
Download citation
DOI: https://doi.org/10.1007/978-3-319-45596-9_56
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-45595-2
Online ISBN: 978-3-319-45596-9
eBook Packages: Business and ManagementBusiness and Management (R0)