Browsing Management & Marketing by Author "Naheen, Fahmida"
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You are what you communicate: on the relationships among university brand personality, identification, student participation, and citizenship behaviour
Naheen, Fahmida; Elsharnouby, Tamer H. ( Routledge , 2021 , Article)This article presents an empirical investigation of the effects university brand personality and student-university identification have on student participation and citizenship behaviour in the context of higher education. ...