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...

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...