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The added value of brand alliances in higher education

The added value of brand alliances in higher education
The added value of brand alliances in higher education
This study examines perceptions of brand alliances, in the form of dual degrees, between UK universities. Signalling theory and attitude accessibility are applied to test for evidence of added value of dual degrees bearing the names of two universities compared to single degrees. The results support the main hypothesis that perceptions of added value of a dual degree initiated by a high (low) ranked context university decline (increase) in line with the ranking of a lower (higher) rank partner university. The findings reveal interaction effects between the rank position of the initiating university and the evaluation criteria. Name-order effects explain the higher perceived value of a dual degree between high-and-low ranked universities compared to a dual degree between low-and-high ranked universities. In addition to being the first study to examine brand alliances in the UK HE domain, the study makes a number of contributions to the general brand alliance literature and provides managerial guidelines.
0148-2963
3122-3132
Kalafatis, Stavros P.
e7b1aa2b-4d08-46fd-9eb6-215d9999d6c5
Ledden, Lesley
d2198b45-c304-4a34-a459-c45cb324c69c
Riley, Debra
3bfd3381-5efb-4950-a5d4-a5844e7bdda4
Singh, Jaywant
db6316ed-e404-4c5a-873c-6e97c94fe531
Kalafatis, Stavros P.
e7b1aa2b-4d08-46fd-9eb6-215d9999d6c5
Ledden, Lesley
d2198b45-c304-4a34-a459-c45cb324c69c
Riley, Debra
3bfd3381-5efb-4950-a5d4-a5844e7bdda4
Singh, Jaywant
db6316ed-e404-4c5a-873c-6e97c94fe531

Kalafatis, Stavros P., Ledden, Lesley, Riley, Debra and Singh, Jaywant (2016) The added value of brand alliances in higher education. Journal of Business Research, 69 (8), 3122-3132. (doi:10.1016/j.jbusres.2016.01.028).

Record type: Article

Abstract

This study examines perceptions of brand alliances, in the form of dual degrees, between UK universities. Signalling theory and attitude accessibility are applied to test for evidence of added value of dual degrees bearing the names of two universities compared to single degrees. The results support the main hypothesis that perceptions of added value of a dual degree initiated by a high (low) ranked context university decline (increase) in line with the ranking of a lower (higher) rank partner university. The findings reveal interaction effects between the rank position of the initiating university and the evaluation criteria. Name-order effects explain the higher perceived value of a dual degree between high-and-low ranked universities compared to a dual degree between low-and-high ranked universities. In addition to being the first study to examine brand alliances in the UK HE domain, the study makes a number of contributions to the general brand alliance literature and provides managerial guidelines.

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JBR Special HE issue_Added value of brand alliances_Kalafatis et al - Accepted Manuscript
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More information

Accepted/In Press date: 1 December 2015
e-pub ahead of print date: 5 February 2016

Identifiers

Local EPrints ID: 436073
URI: http://eprints.soton.ac.uk/id/eprint/436073
ISSN: 0148-2963
PURE UUID: a6288c62-5dff-490d-8748-5ce10a1cf11f
ORCID for Jaywant Singh: ORCID iD orcid.org/0000-0002-0766-0162

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Date deposited: 27 Nov 2019 17:30
Last modified: 29 Nov 2019 05:01

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