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Direct linkKevser Tasel-Jurkovic; Ipek Altinbasak-Farina – Journal of Marketing for Higher Education, 2024
This study aims to develop a comprehensive HEI choice intention (CI) model to understand how social influence (SI), brand equity (BE), and HEI factors influence attitude toward HEI (HEIA) as well as how the HEI attitude is a mediator of the relationship of these variables with the HEI CI. Data collected from 1633 high school seniors via online…
Descriptors: Higher Education, College Choice, Decision Making, Social Influences
