Item Infomation
| Title: | Social media marketing and customer-based brand equity for higher educational institutions : case of Vietnam and Sri Lanka |
| Authors: | Perera, Charitha Harshani |
| Keywords: | Social media marketing; Social Media; Tiếp thị truyền thông xã hội; Chiến lược xây dựng thương hiệu |
| Issue Date: | 2022 |
| Publisher: | Springer |
| Abstract: | 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 |
| URI: | http://thuvienso.thanglong.edu.vn//handle/TLU/14573 |
| Appears in Collections | 1-Kinh tế - Quản lý |
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