Is Old Gold? How Heritage “Sells” The University to Prospective Students
研究开发了大学传统的衡量方法，通过五项实验发现，在营销沟通中成功唤起大学传统（包括声望、符号和体育遗产）能提升学生的申请意愿，尤其当学校历史与现状关联时对家长更有效。
<h3>ABSTRACT</h3> This research develops a measure for university heritage—utilizing a university9s history, symbols, legacies, and traditions to reinforce and invoke its essence in a contemporary context. The authors explore the consequences of this measure through a series of five studies. University heritage consists of three dimensions: stature (respect for a university emanating from its history, sustained success, and traditions); symbols such as logos and colors; and sports legacy. Successfully invoking university heritage in marketing communications affects students9 attitudes and intentions to apply and is most effective when a school9s past is linked to its present, particularly among parents of prospective students.