Is Old Gold? How Heritage “Sells” The University to Prospective Students

ABSTRACT

This research develops a measure for university heritage—utilizing a university9s 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 students9 attitudes and intentions to apply and is most effective when a school9s past is linked to its present, particularly among parents of prospective students.