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Direct linkSyed Aziz Anwar; M. Sadiq Sohail; Ahmed Ankit; Meera Al-Marri – Journal of Marketing for Higher Education, 2024
Higher Education Institutions (HEIs) providing online education have been facing challenges in an increasingly competitive market. Consequently, brand equity has gained importance. This study takes a holistic approach and identifies the antecedents of brand equity and the impact these have on building brand equity of online universities. Data was…
Descriptors: Student Centered Learning, Virtual Universities, Foreign Countries, Reputation
