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Does Institutional Loyalty Hypothesis Really Work?: The Case of MTSU Student and Employee Preferences toward MTSU-Produced Milk


  • Djunaidi, Harjanto
  • Johnston, Tony V.
  • Redd, Tim


Proponents of the institutional loyalty hypothesis suggest that students and/or employees of educational institutions are motivated to buy and willing to pay premium prices for products that carry the institution's name. This hypothesis is rejected based on ANOVA, Post Hoc, and cross tabulation tests.

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  • Djunaidi, Harjanto & Johnston, Tony V. & Redd, Tim, 2005. "Does Institutional Loyalty Hypothesis Really Work?: The Case of MTSU Student and Employee Preferences toward MTSU-Produced Milk," 2005 Annual Meeting, February 5-9, 2005, Little Rock, Arkansas 35503, Southern Agricultural Economics Association.
  • Handle: RePEc:ags:saeafl:35503

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    Consumer/Household Economics;


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