University branding: different roles of brand personality and satisfaction
This study aims to provide an integrative framework that investigates the effect of brand experience on loyalty that is mediated by brand personality and satisfaction in the context of an Indonesia’s private university branding. This study applies an explanatory quantitative research method using pu...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universitas Islam Indonesia
2020-05-01
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| Series: | Jurnal Siasat Bisnis |
| Subjects: | |
| Online Access: | https://journal.uii.ac.id/JSB/article/view/13998 |