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ERIC Number: EJ903077
Record Type: Journal
Publication Date: 2010-Dec
Pages: 13
Abstractor: As Provided
Reference Count: 69
ISSN: ISSN-0273-4753
Professor Brand Advocacy: Do Brand Relationships Matter?
Jillapalli, Ravi K.; Wilcox, James B.
Journal of Marketing Education, v32 n3 p328-340 Dec 2010
The trend among students to advocate their professors online continues to generate interest within marketing academia. Brand advocacy in products and services has played a vital role in marketing. However, no known research to date has embraced the idea of brand advocacy in marketing education. This research builds on the recent human brand relationship literature and examines the mediating effects of attachment strength and relationship factors on professor brand advocacy. Survey data gathered from 228 marketing students and the empirical findings suggest that when professors are responsive to their students' innate needs of relatedness and competence, students form strong attachments to the professors. Furthermore, strong students' attachments to professors influence students' trust and satisfaction in their professors. These trusting and satisfying relationships determine the willingness of the students to advocate the professor brands. The authors discuss the implications for marketing educators. (Contains 3 tables and 2 figures.)
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Publication Type: Journal Articles; Reports - Evaluative
Education Level: High Schools
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A