Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Entire DC Network
A Diffusion Of Innovations Approach To Investigate The Brand Name Change Of A Higher Education Institution, Jacqueline Eiswirth Tisdell
A Diffusion Of Innovations Approach To Investigate The Brand Name Change Of A Higher Education Institution, Jacqueline Eiswirth Tisdell
LSU Master's Theses
Understanding the communication concepts behind promoting a brand name is essential to the successful adoption of that innovation. This research links diffusion of innovations theory, branding, and public relations by exploring the name change of a higher education institution. Extensive work has been done in the areas of branding and diffusion of innovations theory. However, this study links the two. The adoption of the University of Louisiana at Lafayette new name by its alumni was studied by analyzing the public relations campaign post-name change and by gathering background information on previous diffusion of innovations research and the importance of brand …