Theses and Dissertations

Date of Award


Document Type


Degree Name

Master of Arts (MA)



First Advisor

Dr. Joseph Hovey

Second Advisor

Dr. Zina Eluri

Third Advisor

Dr. Jared Montoya


All around us we are inundated by brand marketing. Logos and labels with trademarks surround our lives. With marketing being part of our society, higher education institutions have created a brand marketing scheme all their own. This new form of branding has caused many students to make their decision based on the logo, mascot or social lifestyle. The purpose of this study was to test whether attitudinal brand loyalty has a statistically significant effect on college decision through academic and athletic factors. Based on multiple regression analysis, results show that attitudinal brand loyalty does have a significant effect on college decision based on both academic and athletic factors. This was determined by asking students a set of questions throughout a college branding survey. The questions were in relation to the three components that make up attitudinal brand loyalty, which are cognitive brand loyalty, affective brand loyalty & conative brand loyalty.


Copyright 2016 David E. Garcia. All Rights Reserved.