How customer and brand orientation influence brand evangelism in university?

• Main Authors: Mazuri, Abd Ghani, Zulqurnain, Wan Ismail, Rashidah, Mohamad Ibrahim
• Format: Conference or Workshop Item
• Language: English
• Published: 2016
• Subjects: LB2300 Higher Education; Q Science (General); T Technology (General)
• Online Access: http://eprints.unisza.edu.my/1050/1/FH03-FESP-17-07805.pdf; http://eprints.unisza.edu.my/1050/

The increasingly competitive environment being experienced by all sector has led to brands being increasingly used as a strategic resource to achieve a competitive advantage. This has led to an extensive research on brand orientation as a possible approach to govern the brand building process with...