University brand image

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Examining antecedents and consequences 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

The relationship between viral marketing and consumer purchase intention, the moderator role of brand image and age: Evidence from smartphone users in North Cyprus

This research aims to examine the effects of two viral marketing attributes; namely viral advertising and E-WOM on customer purchase intention. In particular, the authors contemplate the prima facie nature of the relationship by examining brand image and age as contingent boundary conditions (moderator role). The population of the study consists of graduate students in a private Cypriot university.

14p tozontozon 25-04-2020 32 2 Download