Web-based marketing communication to develop brand image and brand equity of higher educational institutions: a structural equation modelling approach
Abstract Purpose – Internet-based marketing communication has been an important element for organizations to build brand image and brand equity. Higher education is not an exception. However, configuring the right mix in the age of social networking sites and various online displays and constantly ch...
Saved in:
Main Authors: | Momen, Md. Abdul, Sultana, Seyama, Haque, A. K. M. Ahasanul |
---|---|
Format: | Article |
Language: | English English |
Published: |
Emerald Group Publishing Ltd.
2019
|
Subjects: | |
Online Access: | http://irep.iium.edu.my/76274/1/Web-Base%20Marketing%20Communication%20GKMC%202019.pdf http://irep.iium.edu.my/76274/7/76274_Web-based%20marketing%20communication%20to%20develop%20brand%20image%20and%20brand%20equity%20of%20higher%20educational%20institutions-%20A%20structural%20equation%20modelling%20approach_Scopus.pdf http://irep.iium.edu.my/76274/ https://www.emerald.com/insight/content/doi/10.1108/GKMC-10-2018-0088/full/html https://doi.org/10.1108/GKMC-10-2018-0088 |
Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
Similar Items
-
Communicating shari’ah-compliant brands of tourism in Malaysia
by: Ahmed, Faruk, et al.
Published: (2018) -
Enhancing social sustainability via branding strategies among personal care and cosmetics customers: the moderating role of brand visibility
by: Ramdzan Ali, Al Amirul Eimer, et al.
Published: (2023) -
Investigating the moderating effect of social media on the relationship between brand architecture and brand love among telecommunication service provider users
by: Ramdzan Ali, Al Amirul Eimer, et al.
Published: (2024) -
The influences between e-service quality toward positive and opposition brand referral in Malaysia
by: Ayob, Nur Hidayah, et al.
Published: (2023) -
Click, shop, slay: analyzing the influence of digital marketing on youth's fashion brands in Malaysia
by: Haris Fadzilah, Asmaul Husna, et al.
Published: (2024)