The role of brand experience and student engagement in the creation of brand equity in a higher education context
Brand managers of higher education institutions undertake various activities to enhance the institutions’ brand equity. A key issue for managers is to enhance brand equity by engaging students with the brand and providing a good brand experience. The article examines the role of student engagement w...
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| Format: | Article |
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Routledge
2022
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| Online Access: | http://eprints.um.edu.my/43736/ |
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