Web-based marketing communication to develop brand image and brand equity of higher educational institutions: a structural equation modelling approach

• Main Authors: Momen, Md. Abdul, Sultana, Seyama, Haque, A. K. M. Ahasanul
• Format: Article
• Language: English; English
• Published: Emerald Group Publishing Ltd. 2019
• Subjects: HF5717 Business communication
• Online Access: http://irep.iium.edu.my/76274/1/Web-Base%20Marketing%20Communication%20GKMC%202019.pdf; http://irep.iium.edu.my/76274/7/76274_Web-based%20marketing%20communication%20to%20develop%20brand%20image%20and%20brand%20equity%20of%20higher%20educational%20institutions-%20A%20structural%20equation%20modelling%20approach_Scopus.pdf; http://irep.iium.edu.my/76274/; https://www.emerald.com/insight/content/doi/10.1108/GKMC-10-2018-0088/full/html; https://doi.org/10.1108/GKMC-10-2018-0088
• Institution: Universiti Islam Antarabangsa Malaysia

Abstract Purpose – Internet-based marketing communication has been an important element for organizations to build brand image and brand equity. Higher education is not an exception. However, configuring the right mix in the age of social networking sites and various online displays and constantly ch...