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ArticleBrand ambidexterity and commitment in higher education: An exploratory study

Bang Nguyen2016

Article2016

Brand ambidexterity and commitment in higher education: An exploratory study

Bang Nguyen · Xiaoyu Yu · T.C. Melewar · Jane Hemsley‐Brown

100 citations·0/0 files stored·Journal of Business Research

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Corporate Identity and Reputation Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

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References

1999Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives 1988Structural equation modeling in practice: A review and recommended two-step approach.1988On the Evaluation of Structural Equation Models 1994The Commitment-Trust Theory of Relationship Marketing 1991Exploration and Exploitation in Organizational Learning 1993The cornerstones of competitive advantage: A resource‐based view 1994The Capabilities of Market-Driven Organizations 1999The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships

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2019Organizational hypocrisy in business schools with sustainability commitments: The drivers of talk-action inconsistency 2020Examining the relationship between brand equity dimensions and university brand equity 2019Entrepreneurial universities and strategy: the case of the University of Bari 2021The Antecedents Affecting University Reputation and Student Satisfaction: A Study in Higher Education Context 2017The relationships between brand association, trust, commitment, and satisfaction of higher education institutions

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Year2016

Typearticle

Published2016-01-28

VenueJournal of Business Research

ISSN-L0148-2963

Languageen

Citations100

Files0 public / 0

ShelfCorporate Identity and Reputation

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doi10.1016/j.jbusres.2016.01.026

openalex_workW2290872787

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2021Ambidextrous sustainability, organisational structure and performance in hybrid organisations

2020An empirical study of the dynamic relationships between the core and supporting brand equity dimensions in higher education

2019Antecedents of students’ identification with university brands