What constitutes student–university brand relationship? Malaysian students’ perspective
The concept of customer-brand relationship (CBR) is becoming increasingly important. However, the description of what constitutes student–university brand relationship is relatively limited. Underpinned by social exchange theory, this study proposes student–university brand relationship formation th...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Taylor and Francis Ltd.
2020
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/31526/1/Sharizal.pdf http://ir.unimas.my/id/eprint/31526/ https://www.tandfonline.com/doi/abs/10.1080/08841241.2020.1713278?journalCode=wmhe20 |
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