University Branding: Student Perspectives in Private University in Indonesia

نویسندگان

چکیده

This research aimed to identify and analyze the phenomenon of perspective student towards university branding, especially in private Indonesia. There are 376 students Indonesia tested as participant this study. Path analysis Sobel tests were used test proposed hypothesis intervening variable which mediate influence independent dependent variable. The results show that partially utilitarian value has a significant effect brand relationship quality, hedonic relational quality. Then other side, resonance, quality resonance. On contrary, had no mediating value,

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ژورنال

عنوان ژورنال: International journal of multidisciplinary research and analysis

سال: 2021

ISSN: ['2643-9840', '2643-9875']

DOI: https://doi.org/10.47191/ijmra/v4-i7-19