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Direct linkHashim, Sharizal; Mohd Yasin, Norjaya; Ya'kob, Siti Aisyah – Journal of Marketing for Higher Education, 2020
The concept of customer-brand relationship (CBR) is becoming increasingly important. However, the description of what constitutes student-university brand relationship is relatively limited. Underpinned by social exchange theory, this study proposes student--university brand relationship formation that comprises of utility (UV), hedonic (HV) and…
Descriptors: Marketing, Universities, Reputation, Institutional Characteristics
Shafaei, Azadeh; Nejati, Mehran; Maadad, Nina – Journal of Marketing for Higher Education, 2019
The current study endeavours to find out whether there is a relationship between university academics' competence and their customer-based brand equity from the perspective of students. It also seeks to investigate the mechanism of the proposed relationship through trust, likability, and commitment. Data were collected from 384 postgraduate…
Descriptors: Reputation, Marketing, College Faculty, Student Attitudes
