A recent study published in the Journal of Marketing for Higher Education explores the role of brand authenticity for higher education. Brand authenticity has been an important quality for consumers in other industries, the authors explain, but it has not been thoroughly explored in postsecondary education. Drawing on past research and a field study of business school students, the article examines whether and how perceived brand authenticity could impact willingness-to-pay and positive word-of-mouth. The researchers conclude that perceptions of authenticity are a strong predictor of brand attitude, emotional brand attachment, and positive word of mouth.
JMHE
| JMHE (PDF)
