The purpose of this study was to compare the sense of community of South Korean high school students as measured by a Korean version of the Sense of Community Index 2 (KSCI2) and examine the effect of two factors of the KSCI2, reinforcement of needs and influence, on students' life satisfaction as measured by the Satisfaction with Life Scale…

The present study aims to conceptualize service quality and perceived value in the context of blended learning by redefining and modifying the existing SERVQUAL model, reviewing prior marketing literature on perceived value, and examining the relationships between service quality, perceived value, and student satisfaction. The sample was…

This study suggests a structural validation procedure of Aaker (1997)'s brand personality scale (BPS) to evaluate the congruence effects of sport sponsorship. The purpose of this study is threefold: First, to examine whether the original BPS of Aaker (1997) is applicable to both commercial brands and sport properties; second, to investigate…

Student retention has become a difficult issue within higher education. As such, it is imperative to examine the causes, as well as provide educators with strategies to implement to improve retention rates. "Critical Assessment and Strategies for Increased Student Retention" is a pivotal reference source for the latest progressive…

The Advertising Division of the proceedings contains the following 20 papers: "Business and Communication Programs' Contribution in Advertising Education and Research: A Comparison" (Tien-tsung Lee); "Attributions of Advertising Influence Via Third-Person Perceptions: A Review and Synthesis" (Don Umphrey); "Advertising…