Institutional commitment of traditional and non-traditional-aged students: a potential brand measurement?

Leslie J. Wardley, Charles H. B�langer and Valorie M. Leonard

Journal of Marketing for Higher Education, 2013, vol. 23, issue 1, 90-112

Abstract: Currently, 18--21-year-olds account for 60% of university students; mature students represent 40%. Attrition (dropping out) can be related to discordance between a student's perception of the university created through branding and marketing of the institution and the university's actual environment and offerings delivery. This study adds to this research by indicating: (1) retention factors do vary for first-year students, depending on age and (2) academic environment is key to institutional commitment among non-traditional (22--55+ years of age) students whereas university and organizational support features contribute more to traditional (17--21 years of age) students' campus integration.

Date: 2013
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DOI: 10.1080/08841241.2013.810691

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