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The effect of brand personality, brand-self congruity, and brand love on E-WOM in Islamic higher education in Indonesia: A mediating effect of brand trust

The competitive landscape among universities in Indonesia necessitates Islamic higher education institutions to attend to all aspects of marketing. This study explores the influence of brand personality (BP), brand self-congruity (BSC), and brand love on electronic word of mouth (e-WoM), with brand...

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Principais autores: Ahmad Juhaidi, Syaifuddin, Salamah, Hidayat Ma'ruf, Muhammad Yuseran, Shapiah, Raihanatul Janah, Mudhiah, Rinda Azmi Saputri, Nauriatul Muharramah, Mohammad Noor Fuady, Willy Ramadan, Risa Lisdariani
Formato: Artigo
Idioma:Inglês
Publicado em: Elsevier 2024-01-01
coleção:Social Sciences and Humanities Open
Assuntos:
Brand love
Brand personality
Brand self-congruity
Brand trust
e-WoM
Acesso em linha:http://www.sciencedirect.com/science/article/pii/S2590291124001529
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