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

This research develops a measure for university heritage–utilizing a university's history, symbols, legacies, and traditions to reinforce and invoke its essence in a contemporary context.
Rose, Rose and Merchant


  • The heritage of a university (its stature from its history of sustained success and traditions; its symbols, and its sports legacy) can positively impact attitudes toward the university when used in advertising

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