This study considers the influence of attitudes toward an institution of higher education, the influence of attitudes toward a specific branded product offered by many universities and the influence of attitudes toward a product category on purchase intent. The results suggest attitudes toward the university and product category positively influence purchase intentions but not attitudes toward a branded product. Furthermore, involvement is found to moderate these relationships. The findings have implications for branding decisions and strategies made by universities, including how a university brands and markets its offerings.
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