The influence of university brand image, satisfaction, and university identification on alumni WOM intentions
Year of publication: |
2023
|
---|---|
Authors: | Schlesinger, Walesska ; Cervera-Taulet, Amparo ; Wymer, Walter |
Published in: |
Journal of marketing for higher education. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7144, ZDB-ID 2095943-6. - Vol. 33.2023, 1, p. 1-19
|
Subject: | alumni | Brand image | satisfaction | university identification | university image | word-of-mouth | Hochschule | Higher education institution | Markenimage | Kundenzufriedenheit | Customer satisfaction | Markenführung | Brand management | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour |
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