Driven by a shifting landscape and increased competition for students, institutions of higher education (IHE) are working to differentiate themselves to consumers in order to attract new students. These differentiation efforts have increasingly focused on the adult, non-traditional student demographic. As IHEs strive to include claims of quality into their advertising to appeal to this new demographic, they have increasingly turned to industry-specific quality labels. This study examined quality labels in the form of rankings and accreditations to measure their impact on perceived brand credibility. Results suggest that consumers' perception of credibility for the accreditation labels is significantly higher for the ranking labels when displayed in recruitment messages. Results also show a positive correlation between the perceived credibility of the quality label and perceived brand credibility overall. When additional text is added to educate the prospective student about the label, the results indicate a lack of evidence in support of the possibility that specific arguments affect the credibility relationship between a quality label and an educational brand. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://bibliotheek.ehb.be:2222/en-US/products/dissertations/individuals.shtml.]