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Direct linkMourad, Maha; Meshreki, Hakim; Sarofim, Samer – Studies in Higher Education, 2020
Brand equity in higher education has received significant scholarly attention in recent years. However, there are a number of contradictions between the empirically approved determinants and the dimensions of brand equity in higher education. This research empirically investigates an adopted brand equity conceptual model in both a developed market…
Descriptors: Higher Education, Cross Cultural Studies, Comparative Education, Marketing
Kharouf, Husni; Sekhon, Harjit; Roy, Sanjit Kumar – Studies in Higher Education, 2015
Despite the strong theoretical foundation for the role of trustworthiness in building buyer-seller relationships, a lack of empirical evidence exists to validate the importance of trustworthiness in the Higher Education (HE) sector. Our research examines the drivers of trustworthiness across two distinct cultures--the UK and India, providing a…
Descriptors: Foreign Countries, Higher Education, Comparative Education, Trust (Psychology)
