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Journal of Marketing for Higher Education Volume 31, 2021 - Issue 1
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Articles

Empirically examining the psychological mechanism of a loved and trusted business school brand

Sumanjit Dassa IILM, Marketing, IILM Graduate School of Management, Greater Noida, IndiaCorrespondence[email protected]
,
Sapna Poplib Marketing, Institute of Management Technology Ghaziabad, Ghaziabad, India
,
Abhigyan Sarkarb Marketing, Institute of Management Technology Ghaziabad, Ghaziabad, India
,
Juhi Gahlot Sarkarb Marketing, Institute of Management Technology Ghaziabad, Ghaziabad, India
&
Muddu Vinayc Marketing, ICFAI University Dehradun, Dehradun, India
Pages 23-40 | Received 20 Mar 2019, Accepted 11 Mar 2020, Published online: 06 Apr 2020

Citations (7)

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Read on this site (3)

Dongjun Rew, Wonsuk Cha, Jin-Woo Kim & Joo Y. Jung. (2023) The effects of commitment and trust on the relationship between service quality and university brand loyalty in time of crisis. Journal of Marketing for Higher Education 0:0, pages 1-22.
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Mehmet Özer, Alper Özer & Akın Koçak. (2023) Identification and emotional attachment in higher education: antecedents and consequences. Journal of Marketing for Higher Education 33:2, pages 264-288.
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Sapna Popli, Sumanjit Dass, Ashita Aggarwal & Antara Chakraborty. (2023) A customer experience lens for higher education in India using journey mapping and experience quality. Studies in Higher Education 48:3, pages 475-489.
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Articles from other publishers (4)

Angela Maria D’Uggento, Luca Petruzzellis, Luigi Piper & Antonia Rosa Gurrieri. (2022) In the name of the University: the choice to promote as a tool to influence decision-making. Quality & Quantity 57:4, pages 3151-3164.
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Mehmet ÖZER. (2023) Öncülleri Ve Sonuçlarıyla Marka Aşkı: Mekteb-İ Mülkiye Özelinde Bir AraştırmaBrand Love with Its Antecedents and Consequences: A Research Specific to Mekteb-i Mülkiye. Ankara Üniversitesi SBF Dergisi 78:1, pages 1-27.
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Vesna Babić-Hodović, Alisa Mujkić & Maja Arslanagić-Kalajdžić. (2022) We need both brand love and emotional attachment: a serial mediation framework toward addictive buying and loyalty. Journal of Brand Management 30:1, pages 9-33.
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Barbara Francioni, Ilaria Curina, Charles Dennis, Savvas Papagiannidis, Eleftherios Alamanos, Michael Bourlakis & Sabrina M. Hegner. (2020) Does trust play a role when it comes to donations? A comparison of Italian and US higher education institutions. Higher Education 82:1, pages 85-105.
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