TITLE

PERCEPTIONS OF UNIVERSITY- CORPORATE PARTNERSHIP INFLUENCES ON A BRAND

AUTHOR(S)
Baker, Business Analyst AStacey Meuzel; Faircloth, James B.; Simental, Victor
PUB. DATE
March 2005
SOURCE
Journal of Marketing Theory & Practice;Spring2005, Vol. 13 Issue 2, p32
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The marketing literature has not specifically addressed how customers perceive the type of strategic alliance inherent in university- corporate partnerships, which are primarily implicitly, versus explicitly known as in the case of co-brands or brand alliances. This study uncovers customer perceptions of university-corporate partnerships and examines how beliefs about university-corporate partnerships influence attitude toward the university brand. The results of focus groups and a survey are presented demonstrating that university customers have conflicting beliefs about university-corporate partnerships and that attitude toward the university is influenced (1) positively by beliefs about the benefits provided by university-corporate partnerships, (2) positively by beliefs about the importance of shopping with university-corporate partners, and (3) negatively by beliefs about university-corporate partnerships creating limitations on customer choices. Implications for theory and practice are offered.
ACCESSION #
19477945

 

Related Articles

  • CONSUMER DISPOSITION TOWARD SATISFACTION (CDS): SCALE DEVELOPMENT AND VALIDATION. Grace, Debra // Journal of Marketing Theory & Practice;Spring2005, Vol. 13 Issue 2, p20 

    This paper conceptualizes the notion of "consumer disposition toward satisfaction" (CDS), defined as the consumer's general tendency to be sufficiently satisfied with the purchase and consumption of the goods and services they utilize. Furthermore, the development and validation of the Consumer...

  • Bread, sugar 'n milk vs two Ferraris. MEREDITH, BRIAN H. // NZ Business;May2013, Vol. 27 Issue 4, p63 

    The article discusses marketing strategies for both retail and online outlets. It suggests to know and understand the customers. It recommends to connect with the customers and to serve the customers. It advises to support the customers and to invest in the customers. It suggests to retain the...

  • The Role of Regulatory Focus in Preference Construction. Wang, Jing; Lee, Angela Y. // Journal of Marketing Research (JMR);Feb2006, Vol. 43 Issue 1, p28 

    The authors examine how consumers' regulatory focus affects their information search behavior and decision-making process. The results show that uninvolved research participants rely on their regulatory focus as a filter to process information selectively. Participants paid more attention to and...

  • Delight by Design: The Role of Hedonic Versus Utilitarian Benefits. Chitturi, Ravindra; Raghunathan, Rajagopal; Mahajan, Vijay // Journal of Marketing;May2008, Vol. 72 Issue 3, p48 

    What is the relationship between product design benefits (hedonic versus utilitarian) and the postconsumption feelings of customer delight and satisfaction? The primary insights this research provides are as follows: (1) Products that meet or exceed customers' utilitarian needs and fulfill...

  • How Can I Sell More Add-Ons? Huisken, Brad // JCK;Sep2006, Vol. 177 Issue 9, p156 

    The article discusses strategies on how to sell add-ons or other services to customers. In reality, most customers will reject any additional purchase wherein they only want to close the sale on the main item. The author suggests to try arranging the customers to a follow-up visit for additional...

  • Council cuts pest control costs and improves service with Oracle CRM. Flinders, Karl // Computer Weekly;6/12/2007, p60 

    The article reports on the move of East Renfrewshire Council in Western Scotland to improved public access to pest control services, freed up resources and cut costs through the implementation of Oracle customer relationship management (CRM) and business intelligence software. The council said...

  • CUSTOMER EXPERIENCE MANAGEMENT - THE MOST IMPORTANT DIMENSION OF THE SERVICE FIRM STRATEGY. Paula, Raţiu Monica; Iliuţă, Negricea Costel // Annals of the University of Oradea, Economic Science Series;2008, Vol. 17 Issue 4, p1169 

    For the customer driven companies, clients' satisfaction represents a marketing objective and instrument, at the same time. Companies that wish to be successful — but also those which want to survive - need a new way of thinking: final success belongs to those which will put the customer...

  • Differentiating your customer experience. Sachet, Guillaume; Pine, Kyaw // Telecom Asia;Oct2008, Vol. 19 Issue 10, p30 

    The article provides information for organizations on how to differentiate customer experience. It outlines that as customer behaviors are changing rapidly, firms must need to enhance constantly their model for customer experience. Likewise, it suggests that service providers should utilize...

  • Getting the right payoff from customer penalty fees. Tax, Stephen S.; Kim, Young “Sally”; Nair, Sudhir // Business Horizons;May2013, Vol. 56 Issue 3, p377 

    Abstract: Over the past 20 years, a convergence has occurred regarding the importance of building relationships with valuable customers as the cornerstone of service strategy. Customer satisfaction and delight have been associated with supporting the retention and growth of important...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics