A netnographic analysis of prospective international students' decision-making process : implications for institutional branding of American universities in the emerging markets
Lili Gai, Chunhao Xu and Lou E. Pelton
| Year of publication: |
2016
|
|---|---|
| Authors: | Gai, Lili ; Xu, Chunhao ; Pelton, Lou E. |
| Published in: |
Journal of marketing for higher education. - Abingdon [u.a.] : Routledge, ISSN 0884-1241, ZDB-ID 1057705-1. - Vol. 26.2016, 2, p. 181-198
|
| Subject: | University marketing | virtual consumer community | decision-making process | institutional branding | emerging markets | international student recruitment | Hochschule | Higher education institution | Studierende | Students | Markenführung | Brand management | Schwellenländer | Emerging economies | Entscheidung | Decision |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/08841241.2016.1245233 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011618647