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From boots to books: consumer attitudes toward veterans support by higher education institutions
Journal of Marketing for Higher Education ( IF 3.906 ) Pub Date : 2020-05-12 , DOI: 10.1080/08841241.2020.1759752
C. B. Ward 1 , R. V. Srivastava 1 , D. Roy 1 , L. M. Matthews 1 , D. R. Edmondson 1 , T. Graeff 1
Affiliation  

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.



中文翻译:

从靴子到书籍:消费者对高等教育机构支持退伍军人的态度

摘要

自 9/11 事件以来,美国经历了爱国主义的复苏。社会积极赞扬退伍军人和现役军人的服务和牺牲。9/11 后的 GI 法案允许过去和现在的美国武装部队成员继续在全国各地的学院和大学接受教育。爱国主义的回潮和对美国退伍军人的敬意对这些高等教育机构有什么影响?这项研究的目的是从爱国主义的影响和对退伍军人对公立大学的支持的荣誉态度(即善意,入学,捐赠)方面评估态度。具体而言,该研究表明爱国主义对个人对退伍军人的态度有积极影响,但对大学支持没有直接影响。然而,

更新日期:2020-05-12
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