Integrated marketing communication (IMC) motivates student's ewom intention and choice of university through brand equity
In Malaysia’s increasingly competitive higher education sector, universities must build strong brand equity to attract and retain students. Integrated Marketing Communication (IMC) serves a vital strategy, not only to enhance product or service sales but also to enable Higher Education Institution...
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| Format: | Final Year Project / Dissertation / Thesis |
| Published: |
2025
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| Online Access: | http://eprints.utar.edu.my/6836/1/2202044_Oo_Kai_Shi_KAI_SHI_OO.pdf http://eprints.utar.edu.my/6836/ |
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