Marketing i Zarządzanie

Previously: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu


ISSN: 2450-775X     eISSN: 2353-2874    OAI    DOI: 10.18276/miz.2017.47-16
CC BY-SA   Open Access 

Issue archive / nr 1 (47) 2017
Dimensions of brand commitment – case of higher education

Authors: Katarzyna Dziewanowska
Uniwersytet Warszawski, Wydział Zarządzania
Keywords: brand community commitment higher education
Data publikacji całości:2017
Page range:9 (173-181)
Klasyfikacja JEL: M30 M31 I23
Cited-by (Crossref) ?:

Abstract

The paper consists of two parts and focuses on brand community commitment in higher education, its dimensions and relationship with students’ loyalty. The first part presents the literature review on brand community and commitment. In the second part of the paper, results of quantitative study are presented and discussed. The study objectives include the verification of three-dimensional brand community commitment model in higher education (consisting of affective, continuance and normative components) and the relationship between its dimensions and the student loyalty towards a university.
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