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Higher education brand alliances: Investigating consumers' dual-degree purchase intentions

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  • Naidoo, Vik
  • Hollebeek, Linda D.

Abstract

Extant research lacks insight into the nature, dynamics, and outcomes characterizing brand alliances in higher education. This research aims to bridge this gap by examining prospective students' purchase intention for dual degrees – a particular brand alliance type deployed in higher education. Findings indicate that prospective students' attitude toward the alliance (H1), their level of familiarity with the individual constituent brands (H2), brand trust (H3a), the interaction between brand familiarity and trust (H3b), as well as perceived fit between the constituent brands (H4) positively and significantly influence consumer purchase intention for particular dual-degree offerings. Overall, these findings extend scholarly insights in brand alliancing research, with a particular focus on higher education dual-degree offerings.

Suggested Citation

  • Naidoo, Vik & Hollebeek, Linda D., 2016. "Higher education brand alliances: Investigating consumers' dual-degree purchase intentions," Journal of Business Research, Elsevier, vol. 69(8), pages 3113-3121.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:8:p:3113-3121
    DOI: 10.1016/j.jbusres.2016.01.027
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    References listed on IDEAS

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    Cited by:

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    2. Paydas Turan, Ceyda, 2021. "What's inside matters: The impact of ingredient branding on consumers' purchasing behaviours in services," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    3. Monika Monika & Ferdi Antonio, 2022. "How Superhero Characters Shape Brand Alliances and Leverage the Local Brand: The Evidence from Indonesia," Businesses, MDPI, vol. 2(1), pages 1-21, February.
    4. Linda D. Hollebeek & Rajendra K. Srivastava & Tom Chen, 2019. "S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM," Journal of the Academy of Marketing Science, Springer, vol. 47(1), pages 161-185, January.
    5. Wysocka Karolina & Jungnickel Christian & Szelągowska-Rudzka Katarzyna, 2022. "Internationalization and Quality Assurance in Higher Education," Management, Sciendo, vol. 26(1), pages 204-230, January.
    6. Hollebeek, Linda D. & Macky, Keith, 2019. "Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 27-41.

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