TY - JOUR
T1 - Branding the land grant university
T2 - Stakeholders' awareness and perceptions of the tripartite mission
AU - Abrams, Katie
AU - Meyers, Courtney
AU - Irani, Tracy
AU - Baker, Lauri
N1 - Copyright:
Copyright 2010 Elsevier B.V., All rights reserved.
PY - 2010/12
Y1 - 2010/12
N2 - Several land-grant institutions have adopted a name to encompass the teaching, research, and Extension components of the university, creating a brand identity for those public services. But, in the mind of stakeholders, has the connection between the tripartite mission and the brand name been made? The study reported here sought to determine agricultural producers' and community leaders' awareness and perceptions of the mission of a land-grant institution. Both groups were informed and held positive views about the research, education, and Extension activities of the university, but, unaided, did not connect these activities with the brand name.
AB - Several land-grant institutions have adopted a name to encompass the teaching, research, and Extension components of the university, creating a brand identity for those public services. But, in the mind of stakeholders, has the connection between the tripartite mission and the brand name been made? The study reported here sought to determine agricultural producers' and community leaders' awareness and perceptions of the mission of a land-grant institution. Both groups were informed and held positive views about the research, education, and Extension activities of the university, but, unaided, did not connect these activities with the brand name.
UR - http://www.scopus.com/inward/record.url?scp=78650410509&partnerID=8YFLogxK
M3 - Article
AN - SCOPUS:78650410509
VL - 48
SP - 1
EP - 11
JO - Journal of Extension
JF - Journal of Extension
SN - 1077-5315
IS - 6
ER -