Brand equity in higher education: comparative analysis
[Abstract] | |
النوع | مقال |
ردمد | 03075079 |
مصدر المعلومات | ERIC |
المؤلف | Mourad, Maha. Department of Management, American University in Cairo, Cairo, Egypt. |
المؤلف الاضافي |
Meshreki, Hakim. Department of Management, American University in Cairo, Cairo, Egypt; Mena Company for Adhesives Technology, Cairo, Egypt.
Sarofim, Samer. Department of Marketing and Logistics, California State University, Fresno, CA, USA. |
الصفحات | pp. 209-231 |
ملاحظة عامة |
Peer reviewed
|
المصدر | Studies in Higher Education. Vol. 45, no. 1, 2020 |
الناشر |
Philadelphia: Routledge، 2020
|
عنوان الناشر |
Taylor & Francis, Ltd. 530 Walnut Street Suite 850. Philadelphia, PA 19106. United States. Routledge. T: 0018003541420 T: 0012156258900. F: 0012152070050. http://www.tandf.co.uk/journals.
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ERIC رقم الوثيقة في | EJ1238752 |
الواصفات | Higher education - Cross cultural studies - Comparative education - Marketing - Educational quality - University administration - Labour market - Learning outcomes - Employment opportunities - International education - Egypt |
لغة الوثيقة | الانكليزية |
البلد | الولايات المتحدة |
Brand equity in higher education has received significant scholarly attention in recent years. However, there are a number of contradictions between the empirically approved determinants and the dimensions of brand equity in higher education. This research empirically investigates an adopted brand equity conceptual model in both a developed market and an emerging higher education market to develop a comparative analysis based on cultural dimensions. The empirical study included a qualitative exploratory research and a subsequent quantitative research in USA (an example of a developed market) and Egypt (an example of emerging market). Further, the authors qualitatively explored, via in-depth qualitative interviews, the industry for more insightful results based on customer's perception in both markets. Findings indicated that the determinants of brand equity reported in the literature vary depending on the higher education industry maturity and cultural contexts. (As Provided)
للمزيد من الدقة يرجى التأكد من أسلوب صياغة المرجع وإجراء التعديلات اللازمة قبل استخدام أسلوب (APA) : | |
Mourad, Maha. (2020). Brand equity in higher education: comparative analysis . Studies in Higher Education. Vol. 45, no. 1, 2020. pp. 209-231 تم استرجاعه من search.shamaa.org . |