Determinants of brand loyalty in public higher education institutions in Malaysia: The mediating role of emotional brand attachment

Globalization has created countless opportunity and challenges for Malaysia Higher Education’s Institutions. In order to be competitive, these institutions need to adopt innovative ways of branding their institutions. One such strategy is by understanding and recognizing the new affective determinan...

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Bibliographic Details
Main Author: Mona Fairuz, Ramli
Format: Thesis
Language:English
Published: 2016
Subjects:
Online Access:https://etd.uum.edu.my/6297/1/s94464_01.pdf
https://etd.uum.edu.my/6297/
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