The Investigation on Brand Image of University Education and Students' Word-of-Mouth Behavior

@inproceedings{Chen2016TheIO,
  title={The Investigation on Brand Image of University Education and Students' Word-of-Mouth Behavior},
  author={Chialing Chen},
  year={2016}
}
This study aimed to find how the brand image and satisfaction of universities influence university students’ word-of-mouth behavior, including the sharing of satisfying experiencesand recommendations to others. This study conducted a questionnaire survey and distributed 400 questionnaires to students and graduates of universities in Taiwan; 336 valid questionnaires were retrieved. Data were analyzed using Structural Equation Models (SEM). According to the findings, brand image significantly and… CONTINUE READING

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