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Articles 31 - 32 of 32
Full-Text Articles in Psychology
Advertising Slogans And University Marketing: An Exploratory Study Of Brand-Fit And Cognition In Higher Education, Oscar T. Mcknight, Ronald Paugh
Advertising Slogans And University Marketing: An Exploratory Study Of Brand-Fit And Cognition In Higher Education, Oscar T. Mcknight, Ronald Paugh
Oscar T McKnight Ph.D.
It is not uncommon for universities to develop and market their advertising slogan. This study examines institutional advertising slogans, and empirically tests the cognitive component of brand-fit. Findings are indicative of a relationship between cognition and university advertising slogans. Implications for university communications are marketing strategies are discussed.
A Rapid Assessment Model For Student Affairs: A Paradigm, Oscar T. Mcknight, Robin W. Gagnow, Sue Heimann