Examining antecedents of university brand image

This research empirically attempted to assess the effect of brand familiarity and perceived service quality on brand image as well as to explore the position of brand image on student satisfaction in addressing previous efforts' mixed outcomes and bridging the gaps in the private higher education area. The data were collected from students of Jadara university in Jordan. PLS-SEM methods were used to test hypothesized relationships on a sample of 112 students.

8p tozontozon 25-04-2020 14 2   Download