Customer-Based Brand Equity in Indonesia's Higher Education Institution

Customer-Based Brand Equity in Indonesia's Higher Education Institution

Objective: This study aimed to examine the causal order among dimensions of customer-based brand equity (CBBE) in Indonesian higher education institutions. The core dimensions of brand equity used are brand awareness, brand association, perceived quality, and brand loyalty. Research Design & Met...

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Bibliographic Details
Main Author: Milcha Handayani Tammubua
Format: Article
Language:English
Published: Universitas Islam Nahdlatul Ulama Jepara 2021-12-01
Series:Journal of Management and Entrepreneurship Research
Subjects:
brand awareness
brand association
perceived quality
brand loyalty
higher education
Online Access:https://journal.unisnu.ac.id/jmer/article/view/2021.12.02.2-21/129

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