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Direct linkMohamad Saleh, Mohamad Saifudin; Md Kassim, Normalini; Alhaji Tukur, Naziru – International Journal of Sustainability in Higher Education, 2022
Purpose: This paper aims to investigate the relationship between a sustainable university brand and the intention of international students to study at Universiti Sains Malaysia (USM), one of Malaysia's premier universities. Moreover, the study explored the moderating effect of opinion leaders on the intention of international students to study at…
Descriptors: Sustainable Development, Foreign Students, Structural Equation Models, Universities
