Existing literature on university brand loyalty (UBL) has less focused on a marketing-oriented perspective, or relationship marketing, and its impact on testing UBL. The aim of this study is to identity the roles and impacts of trust and commitment, which are main factors that create a relationship, in the relationship between university service…

Despite the number of arguments in support of or against the value and relevance of historically Black colleges and universities (HBCUs), there is little literature that takes an in-depth look at the diversity among HBCUs and the students who choose them. The purpose of this study was to explore the college choice motivations and academic…