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Keywords: WOM
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Journal Articles
Linking prestige perception with consumption experience, loyalty, and WOM
Available to Purchase
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2016) 34 (4): 540–558.
Published: 06 June 2016
... of the relationships between prestige perception, the student experience, WOM, and loyalty is examined within a one highly prestigious institution and one mid-ranked institution. Multigroup structural equation modelling was employed to examine data obtained from 948 respondents at the two institutions. Findings...
