Web-based marketing communication to develop brand image and brand equity of higher educational institutions: a structural equation modelling approach

• المؤلفون الرئيسيون: Momen, Md. Abdul, Sultana, Seyama, Haque, A. K. M. Ahasanul
• التنسيق: مقال
• اللغة: English; English
• منشور في: Emerald Group Publishing Ltd. 2019
• الموضوعات: HF5717 Business communication
• الوصول للمادة أونلاين: 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

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...