From boots to books: consumer attitudes toward veterans support by higher education institutions

C. B. Ward, R. V. Srivastava, D. Roy, L. M. Matthews, D. R. Edmondson and T. Graeff

Journal of Marketing for Higher Education, 2021, vol. 31, issue 1, 91-106

Abstract: Since the events of 9/11, the United States has experienced a resurgence of patriotism. Society actively applauds the service and sacrifice made by veterans and active military personnel. The Post-9/11 GI Bill allows members of U.S. armed forces, both past and present, to continue their education at colleges and universities across the country. What impact has this resurgence in patriotism and the attitudes regarding honoring U.S. veterans had on these institutions of higher education? This purpose of this study is to evaluate attitudes in terms of the impact of patriotism and attitudes about honoring veterans on public college support (i.e. goodwill, enrollment, donations). Specifically, the study indicates that patriotism has a positive impact on individual’s attitudes towards honoring veterans, but no direct effect on college support. However, attitudes about honoring veterans has a positive direct effect on college support and a mediating effect between patriotism and college support.

Date: 2021
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DOI: 10.1080/08841241.2020.1759752

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