Demystifying factors fueling university brand evangelism in the higher education sector in Tanzania: A social identity perspective
Extant literature examines the role of alumni in supporting higher education institutions (HEIs) through donation behavior. However, scant empirical studies examine the influence of alumni in the context of extra-role brand building behaviour in HEIs. This study examines university identification an...
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2022-12-01
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| Series: | Cogent Education |
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| Online Access: | https://www.tandfonline.com/doi/10.1080/2331186X.2022.2110187 |