Authors
Pantea Foroudi, Keith Dinnie, Philip J Kitchen, TC Melewar, Mohammad M Foroudi
Publication date
2017/4/10
Journal
European Journal of Marketing
Volume
51
Issue
3
Pages
528-550
Publisher
Emerald Publishing Limited
Description
Purpose
This study aims to identify integrated marketing communication (IMC) antecedents and the consequences of planned brand identity in the context of higher education, and empirically test a number of hypotheses related to the constructs of these antecedents and consequences.
Scholar articles
P Foroudi, K Dinnie, PJ Kitchen, TC Melewar… - European Journal of Marketing, 2017