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Direct linkDongjun Rew; Wonsuk Cha; Jin-Woo Kim; Joo Y. Jung – Journal of Marketing for Higher Education, 2024
Existing literature on university brand loyalty (UBL) has less focused on a marketing-oriented perspective, or relationship marketing, and its impact on testing UBL. The aim of this study is to identity the roles and impacts of trust and commitment, which are main factors that create a relationship, in the relationship between university service…
Descriptors: Crisis Management, Correlation, Reputation, Institutional Characteristics
Download full textNewbold, John J.; Mehta, Sanjay S.; Forbus, Patricia R. – Contemporary Issues in Education Research, 2010
Past research has identified several institutional and individual antecedents that lead to greater intent to support an organization. This paper takes an organizational identification approach in developing an Alumni Relationship Model (ARM) that can be used by universities to generate greater support for their Alumni services activities. This…
Descriptors: Alumni, Commuter Colleges, Campuses, Identification (Psychology)
