TY - JOUR T1 - Is Old Gold? How Heritage “Sells” The University to Prospective Students JF - Journal of Advertising Research JO - J Advert Res SP - 335 LP - 351 DO - 10.2501/JAR-2017-038 VL - 57 IS - 3 AU - Mei Rose AU - Gregory M. Rose AU - Altaf Merchant Y1 - 2017/09/01 UR - http://www.journalofadvertisingresearch.com/content/57/3/335.abstract N2 - This research develops a measure for university heritage—utilizing a university'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' attitudes and intentions to apply and is most effective when a school's past is linked to its present, particularly among parents of prospective students. ER -