Brand associations in the higher education sector : the difference between shared and owned associations
Year of publication: |
July 2016
|
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Authors: | Mirzaei, Abas ; Siuki, Elham Helen ; Gray, David ; Johnson, Lester W. |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 23.2016, 4, p. 419-438
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Subject: | brand associations | higher education | brand health | content analysis | Leximancer | brand equity | Hochschule | Higher education institution | Markenführung | Brand management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour |
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