Factors contributing to emotional brand attachment: The case of Malaysia public higher educational institutions

This exploratory study examined the relationship between university image, acculturation, and emotional brand attachment, particularly in the context of a public higher education (PubHEI) in Malaysia.Data were collected from 101 international students at one of the public universities in Malaysia us...

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Bibliographic Details
Main Authors: Ramli, Mona Fairuz, Othman, Abdul Rahim, Md. Salleh, Salniza
Format: Conference or Workshop Item
Language:English
Published: 2015
Subjects:
Online Access:http://repo.uum.edu.my/16279/1/8.pdf
http://repo.uum.edu.my/16279/
http://www.aamc2015.usm.my/
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