@article {Rose335, author = {Mei Rose and Gregory M. Rose and Altaf Merchant}, title = {Is Old Gold? How Heritage {\textquotedblleft}Sells{\textquotedblright} The University to Prospective Students}, volume = {57}, number = {3}, pages = {335--351}, year = {2017}, doi = {10.2501/JAR-2017-038}, publisher = {Journal of Advertising Research}, abstract = {This research develops a measure for university heritage{\textemdash}utilizing a university{\textquoteright}s history, symbols, legacies, and traditions to reinforce and invoke its essence in a contemporary context. The authors explore the consequences of this measure through a series of five studies. University heritage consists of three dimensions: stature (respect for a university emanating from its history, sustained success, and traditions); symbols such as logos and colors; and sports legacy. Successfully invoking university heritage in marketing communications affects students{\textquoteright} attitudes and intentions to apply and is most effective when a school{\textquoteright}s past is linked to its present, particularly among parents of prospective students.}, issn = {0021-8499}, URL = {https://www.journalofadvertisingresearch.com/content/57/3/335}, eprint = {https://www.journalofadvertisingresearch.com/content/57/3/335.full.pdf}, journal = {Journal of Advertising Research} }