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...

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Bibliographic Details
Main Authors:	Nonik Kusuma Ningrum, Ratih Kusumawardani, Ignatius Soni Kurniawan
Format:	Article
Language:	English
Published:	Universitas Islam Indonesia 2020-05-01
Series:	Jurnal Siasat Bisnis
Subjects:	university branding, loyalty, satisfaction, brand personality, and brand personality
Online Access:	https://journal.uii.ac.id/JSB/article/view/13998

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