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Direct linkNguyen, Thuy; Sun, Qin; Ganesh, Gopala – Journal of Marketing for Higher Education, 2019
This study applies the pre-purchase decision-making model for services to higher education context in order to understand international students' post-acquisition marketing engagement. The research categorizes three types of decision-making factors (i.e. internal, external, and risk) and two types of customer marketing engagement (CME) (i.e.…
Descriptors: Role, Decision Making, Foreign Students, Marketing
