Popular Press
Advertising Slogans and University Marketing: An Exploratory Study of Brand-Fit and Cognition in Higher Education
Marketing Management Association Proceedings
(1999)
Abstract
It is not uncommon for universities to develop and market their advertising slogan. This study examines institutional advertising slogans, and empirically tests the cognitive component of brand-fit. Findings are indicative of a relationship between cognition and university advertising slogans. Implications for university communications are marketing strategies are discussed.
Keywords
- advertising slogans; university marketing
Disciplines
Publication Date
1999
Citation Information
Oscar T McKnight and Ronald Paugh. "Advertising Slogans and University Marketing: An Exploratory Study of Brand-Fit and Cognition in Higher Education" Marketing Management Association Proceedings (1999) Available at: http://works.bepress.com/oscar_mcknight/2/