scholarly journals Role of Social Media Brand Communication on Online Brand Experience and Brand Equity Dimensions: Applying to the Higher Education Sector

2021 ◽  
Vol 58 (5) ◽  
pp. 103-137
Author(s):  
Heba Hassan Sadek
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Brand Equity ◽  
Education Sector ◽  
Brand Experience ◽  
Brand Communication

Social media communication and higher education brand equity: The mediating role of eWOM

2020 ◽  
Author(s):  
Sabira Sagynbekova ◽  
Ecem Ince ◽  
Oluwatobi A. Ogunmokun ◽  
Ridhwan O. Olaoke ◽  
Uchechukwu E. Ukeje
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Brand Equity ◽  
Media Communication ◽  
Mediating Role ◽  
Social Media Communication

The Casual Chain of Relationship Among the Antecedents of Brand Equity in Pakistan's Higher Education Sector

2019 ◽  
Vol 12 (1) ◽  
Author(s):  
Muhammad Shafiq Gul ◽  
Farzand Ali Jan ◽  
Kashif Amin
Keyword(s):  
Higher Education ◽  
Brand Equity ◽  
Causal Chain ◽  
Education Sector ◽  
Mediating Role ◽  
Brand Meaning ◽  
Attachment Strength ◽  
Relationship Factors ◽  
Students Satisfaction

The stud aims at investigating brand equity along with its relevant determinants specifically thestudents' preferences as proposed in earlier literature then institutes of higher studies will be not onlyattract a mass number of students' but be able to serve the society in a far better manner. In addition,the objective of this study is also to examine the causal chain of a relationship among the antecedentsof brand equity like students preferences, brand meaning, students' satisfaction, trust, andcommitment with the mediating role of attachment strength in the higher education sector ofPakistan. A survey questionnaire was used for the collection of data from graduate level students ofPakistani Universities from Khyber Pakhtunkhwa (KPK), Azad Jammu & Kashmir (AJK) and GilgitBaltistan. A sample of 255 students was analyzed using SmartPLS3.2.7. The findings of the studyrevealed that there exists a causal chain of a relationship among the constructs of the conceptualmodel. Furthermore, attachment strength fully mediates between brand meaning and therelationship factors like Students' satisfaction, and trust while partially mediates amid brand imageon student commitment. This paper is an effort to provide ample guidelines to the policymakers inthe higher education sector. Keywords: Brand Meaning, Relationship Factors, Attachment Strength, Higher Education

SOCIAL MEDIA MARKETING AND CONSUMERBASED BRAND EQUITY THE ROLE OF BRAND EXPERIENCE AMONG MILLENNIALS IN ONLINE FASHION COMMUNITIES

2017 ◽  
Vol 2017 ◽  
pp. 79-80
Author(s):  
Lamberto Zollo ◽  
◽  
Sukki Yoon ◽  
Riccardo Rialti ◽  
Cristiano Ciappei
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Social Media Marketing ◽  
Brand Experience

scholarly journals The influence of social media on purchase intention: The mediating role of brand equity

2021 ◽  
Vol 8 (1) ◽  
pp. 1944008
Author(s):  
Mohammed Majeed ◽  
Martin Owusu-Ansah ◽  
Adu-Ansere Ashmond
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Purchase Intention ◽  
Mediating Role
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