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Direct linkKuriakose, Francis – International Journal of Educational Management, 2023
Purpose: The objective of the research is to evaluate the experiential branding practices of a higher education institution (HEI) in India against student perceptions. Design/methodology/approach: Using a mixed-method approach for data collection, a range of relevant attributes of the experiential brand identity of the HEI was constructed. A…
Descriptors: Foreign Countries, Higher Education, Marketing, Institutional Characteristics
