Existing literature on university brand loyalty (UBL) has less focused on a marketing-oriented perspective, or relationship marketing, and its impact on testing UBL. The aim of this study is to identity the roles and impacts of trust and commitment, which are main factors that create a relationship, in the relationship between university service…

There is not an organization in the world immune to crisis (Coombs, 2015). From for-profit corporations to the non-profit sector of higher education, research on various crises, and the communication surrounding them, has attracted the attention of scholars and practitioners over the years. This study contributes to literature surrounding…