The Effect of Brand Reputation on Emotional Attachment of Public Universities in Nigeria
The Effect of Brand Reputation on Emotional Attachment of Public Universities in Nigeria

Summary/Abstract: This study examined the extent to which brand reputation can affect the emotional attachment of post-graduate students in public federal universities in south-south Nigeria. The population of this study is drawn from postgraduate students from four federal universities in South-south namely; University of Port Harcourt, University of Calabar, University of Benin and University of Uyo. These schools have a population of 34, 984 postgraduate students. The sample size was determined through the use of Krejcie and Morgan (1970) table. For a finite population of 34,984, a sample of 379 was derived. Simple regression was used in testing the stated null hypotheses. The results from the test of hypotheses revealed that brand reputation significantly has effect on the affection, satisfaction and passion of post graduate students. The study further recommended conscious actions towards ensuring that marketing department in these schools are carried along in brand policy development.

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