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Web-based marketing communication to develop brand image and brand equity of higher educational institutions: a structural equation modelling approach

Abstract Purpose – Internet-based marketing communication has been an important element for organizations to build brand image and brand equity. Higher education is not an exception. However, conﬁguring the right mix in the age of social networking sites and various online displays and constantly ch...

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Bibliographic Details
Main Authors:	Momen, Md. Abdul, Sultana, Seyama, Haque, A. K. M. Ahasanul
Format:	Article
Language:	English English
Published:	Emerald Group Publishing Ltd. 2019
Subjects:	HF5717 Business communication
Online Access:	http://irep.iium.edu.my/76274/ http://irep.iium.edu.my/76274/1/Web-Base%20Marketing%20Communication%20GKMC%202019.pdf http://irep.iium.edu.my/76274/7/76274_Web-based%20marketing%20communication%20to%20develop%20brand%20image%20and%20brand%20equity%20of%20higher%20educational%20institutions-%20A%20structural%20equation%20modelling%20approach_Scopus.pdf

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