Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 3 of 3
Full-Text Articles in Entire DC Network
Targeting Youth And Concerned Smokers: Evidence From Canadian Tobacco Industry Documents, Richard W. Pollay
Targeting Youth And Concerned Smokers: Evidence From Canadian Tobacco Industry Documents, Richard W. Pollay
Richard W. Pollay
No abstract provided.
Exposing Mr. Butts: Tricks Of The Trade: Discoveries And Disclosures In The Tobacco Documents, Richard W. Pollay
Exposing Mr. Butts: Tricks Of The Trade: Discoveries And Disclosures In The Tobacco Documents, Richard W. Pollay
Richard W. Pollay
No abstract provided.
Parental Assessment Of College Character: Brand Identity And Consumer Behavior In Higher Education, Oscar T. Mcknight, Ronald Paugh, Emily Newton
Parental Assessment Of College Character: Brand Identity And Consumer Behavior In Higher Education, Oscar T. Mcknight, Ronald Paugh, Emily Newton
Oscar T McKnight Ph.D.
The concept of character development in higher education enjoys considerable professional support. Moreover, commercial marketers are aggressively promoting brand image and brand character to differentiate their products and services. However, there is a paucity of research on the marketing of a university's brand character. This exploratory research examines parental assessment of college character , its conceptual components and hierarchical factor structure. A discussion highlights practical implications for the marketing of a college's brand character.