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 beliefe about university-corporate partnerships creating limitations on customer choices. Implications for theory and practice are offered.
| Original language | English |
|---|---|
| Pages (from-to) | 32-46 |
| Number of pages | 15 |
| Journal | Journal of Marketing Theory and Practice |
| Volume | 13 |
| Issue number | 2 |
| State | Published - 2005 |
| Externally published | Yes |
Fingerprint
All Science Journal Classification (ASJC) codes
- Marketing
Cite this
Perceptions of university-corporate partnership influences on a brand. / Menzel Baker, Stacey; Faircloth, James B.; Simental, Victor.
In: Journal of Marketing Theory and Practice, Vol. 13, No. 2, 2005, p. 32-46.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - Perceptions of university-corporate partnership influences on a brand
AU - Menzel Baker, Stacey
AU - Faircloth, James B.
AU - Simental, Victor
PY - 2005
Y1 - 2005
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
M3 - Article
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 -