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Customer relationship building: The role of brand attractiveness and consumer-brand identification
(
Elsevier B.V.
, 2016 , Article)
Building enduring relationships with consumers is a key marketing objective for most firms, but how can they develop such relationships? Drawing on social identity and self-verification theories, this research postulates ...
Participation behaviour among international students: The role of satisfaction with service augmentation and brand choice attainment
(
Emerald Group Publishing Ltd.
, 2016 , Article)
Purpose
The purpose of this paper is to integrate service marketing and higher education (HE) literature to develop and test a model that links customer participation behaviour with student overall satisfaction that stems ...
Consumer approach intentions amid COVID-19: the role of safety compliance and perceived risk
(
Emerald
, 2021 , Article)
Purpose: This study aims to investigate how employee and other-consumer safety compliance amid the COVID-19 outbreak influences a focal consumer’s intention to approach a service establishment. The study also examines the ...
Blue blood students of occupational dynasties and their university choice: the moderating role of parent-child occupational following
(
Routledge
, 2023 , Article)
This study sheds light on a new category of students in higher education marketing literature-namely, occupational followers. We draw on expectancy-value theory, occupational following theory, and consumer buying behaviour ...
Like father like son: the role of similar-education parents in their children's university choice
(
Routledge
, 2022 , Article)
This study draws attention to the role of similarly educated parents in their children's university choice. We conceptualise, develop, and empirically test a model that links university choice with parents' intention to ...
Student co-creation behavior in higher education: the role of satisfaction with the university experience
(
Routledge
, 2015 , Article)
This study explores what constitutes students' satisfaction with university experience and examines the influence of overall satisfaction with the university experience on students' co-creation behavior - namely, participation ...
Local consumer well-being in a multicultural marketplace: From conflict to engagement
(
John Wiley and Sons Inc
, 2023 , Article)
This study offers a nuanced understanding of how local consumers experience, interpret and acculturate to expatriates' practices within a multicultural marketplace. We adopt Demangeot et al. bridge framework and its ...
How sociable is your university brand? An empirical investigation of university social augmenters' brand equity
(
Emerald Group Publishing Ltd.
, 2018 , Article)
Purpose: The purpose of this paper is to integrate branding and higher education literature to conceptualize, develop, and empirically examine a model of university social augmenters' brand equity. Design/methodology/approach: ...
Foreigner service orientation: does the perception of other consumers matter?
(
Emerald Group Holdings Ltd.
, 2020 , Article)
Purpose: This study aims to develop and examine a model that links the foreigner service orientation, defined as indigenous consumers' preference for service environments popular among foreign versus local consumers, to ...
You are what you communicate: on the relationships among university brand personality, identification, student participation, and citizenship behaviour
(
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. ...