What constitutes student–university brand relationship? Malaysian students’ perspective

• Main Authors: Sharizal, Hashim, Norjaya, Mohd Yasin, Siti Aisyah, Ya’kob
• Format: Article
• Language: English
• Published: Taylor and Francis Ltd. 2020
• Subjects: HF Commerce
• Online Access: http://ir.unimas.my/id/eprint/31526/1/Sharizal.pdf; http://ir.unimas.my/id/eprint/31526/; https://www.tandfonline.com/doi/abs/10.1080/08841241.2020.1713278?journalCode=wmhe20

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 th...