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Direct linkSchlesinger, Walesska; Cervera, Amparo; Pérez-Cabañero, Carmen – Studies in Higher Education, 2017
In a context of increasing competition and financial difficulties for higher education institutions, alumni loyalty is a key factor for survival and success. This study tests a model derived from a relationship marketing perspective to investigate the roles of four variables (brand image, trust, satisfaction, and shared values) in the direct and…
Descriptors: Satisfaction, Trust (Psychology), Universities, Higher Education
