This study explores the reputational attributes of three different categories of post-secondary institutions in Canada. Our goal is to contribute to an understanding of the drivers of institutional marketing in higher education by examining category-level reputation. Few researchers have...

We view an individual’s legitimacy judgment as an attitude. It is influenced by a personal belief system composed of global values and domain-specific beliefs, consistent with the value–attitude system in marketing. Our context is the legitimacy of the Canadian oil sands industry. We...