Books > Reference & Interdisciplinary > Communication studies
|
Buy Now
Social Media Marketing and Customer-Based Brand Equity for Higher Educational Institutions - Case of Vietnam and Sri Lanka (Hardcover, 1st ed. 2022)
Loot Price: R2,991
Discovery Miles 29 910
|
|
Social Media Marketing and Customer-Based Brand Equity for Higher Educational Institutions - Case of Vietnam and Sri Lanka (Hardcover, 1st ed. 2022)
Expected to ship within 10 - 15 working days
|
Donate to Gift Of The Givers
Total price: R3,011
Discovery Miles: 30 110
|
This book examines the extent to which social media marketing
influences the customer-based brand equity of higher education
institutes. Higher education institutions operate in a strong
competitive environment due to the homogenous nature of their
services and always look for new marketing strategies to be
competitive in the marketplace. Therefore, building customer-based
brand equity has become crucial for higher education institutions
to differentiate themselves from others to attract prospective
students. Social media-based marketing facilitated prospective
students to communicate and collaborate to gather information
relevant to higher education institutions and their respective
brand equity. However, many models on customer-based brand equity
received limited support in the higher education sector,
particularly in emerging Asian countries. As such, drawing from
social information processing theory, this book empirically
investigates how higher education institutions can develop
customer-based brand equity by using social media marketing and
subjective norms mediated by brand credibility, taking
cross-country comparisons between Sri Lanka and Vietnam. The book
goes on to examine the applications and implications of the
findings for higher education institutions in developing branding
strategies through social media.
General
Is the information for this product incomplete, wrong or inappropriate?
Let us know about it.
Does this product have an incorrect or missing image?
Send us a new image.
Is this product missing categories?
Add more categories.
Review This Product
No reviews yet - be the first to create one!
|
You might also like..
|
Email address subscribed successfully.
A activation email has been sent to you.
Please click the link in that email to activate your subscription.