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| Author: | Hopkins C. D. (et al.) |
| Title: | The influence of brand levels and associations on purchase intent |
| Journal: | Journal of General Management
2009 : AUTUMN, VOL. 35:1 p. 19-34 |
| Index terms: | universities colleges brand names products higher education attitudes |
| Freeterms: | public institutions |
| Language: | eng |
| Abstract: | This study examines the influence of attitudes toward an institution of higher education, the influence of attitudes toward universities' specific branded products and the influence of attitudes toward a product category on purchase intent. The results show that attitudes toward the university and product category have a positive influence on purchasing intentions but not on attitudes toward a branded product. |
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