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Direct linkYousaf, Salman; Fan, Xiucheng; Laber, Fahad – Journal of Marketing for Higher Education, 2020
The purpose of this research is to understand how nation branding initiatives complement education diplomacy for a country such as China and to investigate how country distance shapes perceptions of China across a large international student contingency in China. We use Ghemawat's [(2001). Distance still matters. "Harvard Business…
Descriptors: Marketing, Higher Education, Foreign Students, Student Recruitment
