Projecting corporate brand image and behavioral response in business schools: Cognitive or affective brand attributes?
Abstract
This paper considers corporate brand image, focusing on cognitive and affective brand attributes in the context of business schools. While previous research on university or institutional branding has studied these elements separately via cognitive (e.g., service or educational quality attributes) or affective criteria (personality traits of the corporate brand), this study investigates them jointly through behavioral responses (leading to...
Paper Details
Title
Projecting corporate brand image and behavioral response in business schools: Cognitive or affective brand attributes?
Published Date
Nov 1, 2014
Journal
Volume
67
Issue
11
Pages
2324 - 2336
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