Social Media Marketing and Customer Based Brand Equity for Higher Educational Institutions is popular PDF and ePub book, written by Charitha Harshani Perera in 2022-09-30, it is a fantastic choice for those who relish reading online the Business & Economics genre. Let's immerse ourselves in this engaging Business & Economics book by exploring the summary and details provided below. Remember, Social Media Marketing and Customer Based Brand Equity for Higher Educational Institutions can be Read Online from any device for your convenience.
Social Media Marketing and Customer Based Brand Equity for Higher Educational Institutions Book PDF Summary
This book examines the extent to which social media marketing influences the customer-based brand equity of higher education institutes. Higher education institutions operate in a strong competitive environment due to the homogenous nature of their services and always look for new marketing strategies to be competitive in the marketplace. Therefore, building customer-based brand equity has become crucial for higher education institutions to differentiate themselves from others to attract prospective students. Social media-based marketing facilitated prospective students to communicate and collaborate to gather information relevant to higher education institutions and their respective brand equity. However, many models on customer-based brand equity received limited support in the higher education sector, particularly in emerging Asian countries. As such, drawing from social information processing theory, this book empirically investigates how higher education institutions can develop customer-based brand equity by using social media marketing and subjective norms mediated by brand credibility, taking cross-country comparisons between Sri Lanka and Vietnam. The book goes on to examine the applications and implications of the findings for higher education institutions in developing branding strategies through social media.
Detail Book of Social Media Marketing and Customer Based Brand Equity for Higher Educational Institutions PDF
- Author : Charitha Harshani Perera
- Release : 30 September 2022
- Publisher : Springer Nature
- ISBN : 9789811950179
- Genre : Business & Economics
- Total Page : 284 pages
- Language : English
- PDF File Size : 14,9 Mb
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