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Brand Image of Higher Education in Pakistan


Shehzadi, Sidra and Mohamad, Bahtiar and Cheah, Joyce Lynn-Sze (2018) Brand Image of Higher Education in Pakistan. In: SMMTC Postgraduate Symposium 2018, 18-19 March 2018, Universiti Utara Malaysia.

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Abstract

The objective of this research is to investigate the influence of different dimensions i.e. awareness, acceptance and quality on brand image of higher education. These three components are used by Prasad and Dev (2000) as identified by Aaker, (1991). Lamb & Low Jr. (2000) used the same mentioned three components of Aaker (1991). Therefore, for this study, the researcher intends to practice the similar three above mentioned attributes; brand awareness, brand acceptance and brand quality to determine the brand image of higher education (university level).

Item Type: Conference or Workshop Item (Paper)
Additional Information: e-ISBN 978-967-0910-77-2 Organized by: School of Multimedia Technology and Communication (SMMTC) Universiti Utara Malaysia
Uncontrolled Keywords: Brand awareness, Brand acceptance, Brand quality, Brand Image, HEIs
Subjects: Q Science > QA Mathematics > QA75 Electronic computers. Computer science
Divisions: School of Multimedia Technology & Communication
Depositing User: Mrs. Norazmilah Yaakub
Date Deposited: 24 Dec 2018 01:05
Last Modified: 24 Dec 2018 01:05
URI: http://repo.uum.edu.my/id/eprint/25354

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