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Direct linkChun Sing Maxwell Ho; Trevor Tsz-lok Lee; Jiafang Lu – Education and Urban Society, 2024
This study explores the mechanisms that underlie the effect of school marketing strategies on parents' perceived school attractiveness, particularly emphasizing the mediating role of parents' perceptions of being welcomed in urban schools. Additionally, we investigated how schools' marketing strategies work differently among parents with different…
Descriptors: Marketing, Parent Attitudes, Urban Schools, Methods
