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

• المؤلفون الرئيسيون: Sharizal, Hashim, Norjaya, Mohd Yasin, Siti Aisyah, Ya’kob
• التنسيق: مقال
• اللغة: English
• منشور في: Taylor and Francis Ltd. 2020
• الموضوعات: HF Commerce
• الوصول للمادة أونلاين: 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...