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Direct linkAhmed Eldegwy; Tamer H. Elsharnouby; Wael Kortam – Journal of Marketing for Higher Education, 2024
This study draws attention to the role of similarly educated parents in their children's university choice. We conceptualise, develop, and empirically test a model that links university choice with parents' intention to recommend the university and university brand preference that stems from their own experiences during the university evaluation…
Descriptors: Foreign Countries, College Choice, Parent Student Relationship, Parent Background
