What constitutes student–university brand relationship? Malaysian students’ perspective
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...
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格式: | Article |
語言: | English |
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Taylor and Francis Ltd.
2020
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在線閱讀: | 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 |
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