| HOPKINS, Christopher |
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| No author information available |
| Articles |
Autumn 2009
The influence of brand levels and associations on purchase intent
Christopher Hopkins, Scott Jones, Gregory Pickett, Mary Anne Raymond
This study considers the influence of attitudes toward an institution of higher education, the influence of attitudes toward a specific branded product offered by many universities and the influence of attitudes toward a product category on purchase intent. The results suggest
attitudes toward the university and product category positively influence purchase intentions but not attitudes toward a branded product. Furthermore, involvement is found to moderate these relationships. The findings have implications for branding decisions and strategies made by universities, including how a university brands and markets its offerings. |
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