CUSTOMER WORD-OF-MOUTH BEHAVIOR AND COPORATE BRANDING

ISBN-13: 9786204738116 / Angielski / Miękka / 152 str.

Tien Thanh NGUYEN; Seyed Mohammadreza Ghadiri; Quang Hung VUONG

Opis

Higher education is also considered a competitive industry, like any other. Therefore, private universities also need to pay attention to branding in the higher education industry, which is an indispensable strategy of any university leadership. Furthermore, student behavior is also greatly influenced by communication. Therefore, Word of mouth (WOM) communication will substantially impact student behavior in sharing the brand more widely. This book analyzes the essential factors that strongly influence students' WOM behavior in sharing their university brand with others. Furthermore, this book also explains that higher student satisfaction will lead to more active Student WOM behavior in brand sharing, essential for any company.

O autorze

NGUYEN, Tien ThanhDr. Tien Thanh NGUYEN is Head of the International Business Training Program at the Ho Chi Minh City University of Technology.Professor Dr. Seyed Mohammadreza GHADIRI is the Dean of the Aviation Management and Logistics at the Swiss Institute of Management and Innovation.Dr. Quang Hung VUONG is a lecturer at FPT University, Vietnam.