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دانلود مقاله انگلیسی.pdf

8107-English-IranArze.pdf

🔗 Source: iranarze.ir

📊 Size: 416 KB

📄 Pages: 10 pages

⬇️ Downloads: 55

Summary

Researchers developed the University Brand Personality Scale (UBPS), a six-dimension scale consisting of prestige, sincerity, appeal, lively, conscientiousness, and cosmopolitan dimensions, to assess brand personality in higher education. The study found that the UBPS strongly relates to brand love, positive word-of-mouth, and students' intention to support their university as alumni, providing a valuable tool for university managers to construct a desirable brand and improve their institution's image.

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Description

Researchers developed the University Brand Personality Scale (UBPS), a six-dimension scale consisting of prestige, sincerity, appeal, lively,...

Technical Information

File Format: PDF
File Size: 416 KB
Pages: 10
Language: EN
Total Downloads: 55
Last Updated: 2 months ago

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