Abstract
This study examines the impact of heritage and reputation of nonprofit universities on attitudes of prospective students. Data were collected from 208 community college (preuniversity) students in the USA. Results from structural equations modeling indicate that university heritage positively impacts university reputation, potential students' attitudes, and intentions to pay a tuition premium as well as to recommend the university. Students' nationality moderates the relationships between university heritage, reputation, and attitudes. International students from Asian nations with a long‐term orientation exhibit stronger relationships between these variables than domestic students from the USA. These findings add to the nascent and emerging literature on branding of nonprofit higher education institutions and will be of interest to administrators and marketing managers of universities to nurture and extol their university heritage in student recruitment programs, especially in promotional materials targeting international students. Copyright © 2014 John Wiley & Sons, Ltd.
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