TY - JOUR
T1 - Perceptions of university-corporate partnership influences on a brand
AU - Baker, Stacey Menzel
AU - Faircloth, James B.
AU - Simental, Victor
PY - 2005/1/1
Y1 - 2005/1/1
N2 - 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 beliefe about university-corporate partnerships creating limitations on customer choices. Implications for theory and practice are offered.
AB - 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 beliefe about university-corporate partnerships creating limitations on customer choices. Implications for theory and practice are offered.
UR - http://www.scopus.com/inward/record.url?scp=33749516323&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=33749516323&partnerID=8YFLogxK
U2 - 10.1080/10696679.2005.11658542
DO - 10.1080/10696679.2005.11658542
M3 - Article
AN - SCOPUS:33749516323
VL - 13
SP - 32
EP - 46
JO - Journal of Marketing Theory and Practice
JF - Journal of Marketing Theory and Practice
SN - 1069-6679
IS - 2
ER -