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Direct linkDavood Ghorbanzadeh; Atena Rahehagh; Mohammad Najarzadeh – Journal of Applied Research in Higher Education, 2024
Purpose: A university's brand is a key competitive advantage in higher education (HE). This study examines the university's reputation's intermediary impact on core services (emotional environment, perceived faculty and course suitability) and brand loyalty in private universities in Iran. Design/methodology/approach: A quantitative method was…
Descriptors: Group Unity, Attachment Behavior, Marketing, Advertising
