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Antecedent of brand trust in e-tertiary education
Trust decreases the perceived risk of using a service. Since e-learners have no direct contact with the education providers, trust plays an important role in an e-tertiary setting. In a review of the literature, hypotheses ...
Effective brand positioning of universities amongst Chinese societies in Singapore and Malaysia
Although branding has become the latest focus in tertiary education to attract international students, little has been written about the influence of brand message on student’s choice of education destination in Asian ...