"Is Old Gold? How Heritage “Sells” The University to Prospective Students: The Impact of a Measure of Brand Heritage On Attitudes toward the University" by Mei Rose

Article

Is Old Gold? How Heritage “Sells” The University to Prospective Students: The Impact of a Measure of Brand Heritage On Attitudes toward the University

Journal of Advertising Research (2017)

Mei Rose, University of Alaska Anchorage
Gregory M. Rose, University of Washington
Altaf Merchant, University of Washington

Link

Disciplines

Marketing

Publication Date

January 9, 2017

DOI

10.2501/JAR-2017-038

Citation Information

Mei Rose, Gregory M. Rose and Altaf Merchant. "Is Old Gold? How Heritage “Sells” The University to Prospective Students: The Impact of a Measure of Brand Heritage On Attitudes toward the University" Journal of Advertising Research Vol. 57 Iss. 3 (2017) p. 335 - 351
Available at: http://works.bepress.com/altaf-merchant/7/