The role of brand attachment strength in higher education
基于美国605名学生和毕业生的在线调查，发现品牌意义是品牌依恋强度的主要前因，进而影响满意度、信任、承诺和品牌资产，且这些关系在学生与毕业生间存在差异。
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.