Full Terms & Conditions of access and use can be found at https://www.tandfonline.com/action/journalInformation?journalCode=wmhe20 Journal of Marketing for Higher Education ISSN: 0884-1241 (Print) 1540-7144 (Online) Journal homepage: https://www.tandfonline.com/loi/wmhe20 Empirically examining the psychological mechanism of a loved and trusted business school brand Sumanjit Dass, Sapna Popli, Abhigyan Sarkar, Juhi Gahlot Sarkar & Muddu Vinay To cite this article: Sumanjit Dass, Sapna Popli, Abhigyan Sarkar, Juhi Gahlot Sarkar & Muddu Vinay (2020): Empirically examining the psychological mechanism of a loved and trusted business school brand, Journal of Marketing for Higher Education, DOI: 10.1080/08841241.2020.1742846 To link to this article: https://doi.org/10.1080/08841241.2020.1742846 Published online: 06 Apr 2020. Submit your article to this journal Article views: 15 View related articles View Crossmark data