IMC antecedents and the consequences of planned brand identity in Higher Education
(2017)
Journal Article
Foroudi, P., Dinnie, K., Kitchen, P., Melewar, T., & Foroudi, M. (2017). IMC antecedents and the consequences of planned brand identity in Higher Education. European Journal of Marketing, 51(3), 528-550. https://doi.org/10.1108/EJM-08-2015-0527
Purpose – This study identifies the IMC antecedents and consequences of brand awareness, image, reputation and identification in the context of higher education, and empirically tests a number of hypotheses related to the aforementioned constructs.... Read More about IMC antecedents and the consequences of planned brand identity in Higher Education.