university brand legitimacy (UBRL) with the mediation effect of university brand perceived ethicality in the higher education … this study suggest that internal CSR influences UBRL when mediated with university brand perceived ethicality. Research … grant legitimacy to the university brand. Originality/value This study is among initial endeavors to examine internal CSR as …

Purpose - the purpose of the article is to simulate the current version of a university's brand using the Customer … the university brand, while foreign students are more focused on the Resonance factor. Research limitations - the research …

university's brand performance along with the mediating role of student's satisfaction and moderating role of trust and perceived … university's brand performance. It has been further found that the perceived service quality acts as a significant but negative … a positive moderator in the relationship between student's satisfaction and university's brand performance. The current …