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Chen, Chin-Tsu – Higher Education Studies, 2016
This study aimed to find how the brand image and satisfaction of universities influence university students' word-of-mouth behavior, including the sharing of satisfying experiences and recommendations to others. This study conducted a questionnaire survey and distributed 400 questionnaires to students and graduates of universities in Taiwan; 336…
Descriptors: Marketing, Universities, Student Attitudes, Questionnaires
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Wang, Cheng-Cai; Chen, Chin-Tsu; Chen, Chun-Fu – Educational Studies, 2012
This study aimed to discuss the relationships among the brand image of universities (external variables), university satisfaction (mediating variables) and customer lifetime value (internal variables). The findings can serve as a reference for higher educational institutions in strengthening their advantages and overcoming their shortcomings, as…
Descriptors: Universities, Foreign Countries, Structural Equation Models, Reputation