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Direct linkNadine Walter; Omid Asgari; Thomas Cleff – Journal of Marketing for Higher Education, 2025
The customer-based brand equity (CBBE) framework was developed for commercial buying purposes but has been applied in this study to institutional marketing, i.e. to MBA programs in Dutch business schools. Although academic institutions spend significant amounts of their budgets on Marketing, branding research for this field is still limited. To…
Descriptors: Foreign Countries, Masters Programs, Business Education, Reputation
