Understanding the importance of eWOM on Higher Education Institutions' brand equity
Year of publication: |
2021
|
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Authors: | Carvalho, Liliana ; Brandão, Amélia Maria Pinto da Cunha ; Pinto, Luísa Helena |
Published in: |
Journal of marketing for higher education. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7144, ZDB-ID 2095943-6. - Vol. 31.2021, 2, p. 261-279
|
Subject: | brand equity | Electronic Word-of-Mouth (eWOM) | firm-generated eWOM | higher Education | user-generated eWOM | Virales Marketing | Viral marketing | Hochschule | Higher education institution | Markenimage | Brand image | Online-Marketing | Internet marketing | Markenführung | Brand management |
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