ABSTRACT Higher Education Institutions (HEIs) are increasingly aware of the importance of
brand equity for brand strategy. Earlier research has disregarded the eWOM of HEIs, so this …

The COVID-19 pandemic has required new marketing strategies for leveraging brand equity
among Higher Education Institutions. Previous research has uncovered the impact of …

This study uses firm-generated" electronic word of mouth (eWOM)" and students' satisfaction
to analyse the effect of university brand equity. Four aspects of brand equity—" awareness …

The purpose of the study was to investigate consumers' perceptions and attitudes when
evaluating brand extensions in relation to the original brand within a South African context …

Samsung is the leading brand in the mobile phone industry, and is dominant over fierce
competitors, such as Apple, Nokia, Huawei and Blackberry. This is evident from the 2016 …

The growing competition that exists among universities particularly private and international
universities in the higher education (HE) sector has led them to focus on building their brand …

Global growing competition among Higher Education Institutions (HEIs) demands new
marketing strategies, in which the brand and the brand equity emerge as the main assets. At …

The luxury market is a relatively large industry that faces new challenges in connection with
high demand for luxury products and developed technology, therefore it is important …

As mensurações de marca e do uso de tecnologias no processo ensino-aprendizado têm
ganhado cada vez mais espaço, tanto para as contribuições teóricas quanto para a prática …

Global growing competition among Higher Education Institutions (HEIs) demands new
marketing strategies, in which the brand and the brand equity emerge as the main assets. At …