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Direct linkHerjanto, Halimin; Amin, Muslim; Burke, Megan M.; Burke, Marcus J. – Marketing Education Review, 2023
Student retention is a critical issue for higher education institutions. This study investigates the motivation of marketing student retention in the United States. The study was conducted by exploring the underlying personal values that drive student retention through the means-end chain (MEC) laddering approach. A total of 55 usable student…
Descriptors: Undergraduate Students, School Holding Power, Values, Marketing
