Determinants of brand loyalty in public higher education institutions in Malaysia: The mediating role of emotional brand attachment
Globalization has created countless opportunity and challenges for Malaysia Higher Education’s Institutions. In order to be competitive, these institutions need to adopt innovative ways of branding their institutions. One such strategy is by understanding and recognizing the new affective determinan...
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| Main Author: | |
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| Format: | Thesis |
| Language: | English |
| Published: |
2016
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| Subjects: | |
| Online Access: | https://etd.uum.edu.my/6297/1/s94464_01.pdf https://etd.uum.edu.my/6297/ |
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