摘要：Affective commitment refers to the psychological attachment of an individual to an organization. It is the desire reflecting the extent to which an individual wants to be involved in an organization. It includes a sense of belonging and connection. Affective commitment influences employee/customer behaviors. In the context of higher education, affective commitment levels of students may determine student retention and affect prospective students. The objective of this study is to determine the variables that can influence the university students’ affective commitment to their university. Therefore, the present study investigates affective commitment and corporate reputation based on the effects of attitude toward advertising and trust among undergraduate students in a foundation university. The study sample included 288 university students and the study data was collected using questionnaires. A structural equation model (LISREL) was used to analyze the relationships between affective commitment, corporate reputation, attitude toward advertising and trust. The study results demonstrated that all one-side relations seen in the proposed model were statistically significant and all hypotheses were confirmed with a statistical significance for all variables.
