Lovemark effect: Analysis of the differences between students and graduates in a love brand study at a public university [L'effet « lovemark »: Une analyse des différences entre les étudiants et les diplômés dans une étude d'une « marque d'amour » dans une université publique] [Efeito lovemark: Análise das diferenças entre estudantes e graduados em um estudo de amor pelas marcas realizado em uma universidade pública] [Efecto lovemark: Análisis de las diferencias entre estudiantes y egresados en un estudio de marca de amor en una universidad pública]

The purpose of this paper is to consolidate the measurement of a lovemark and unify a set of elements that form a lovemark in university institutions by considering the differences between students and graduates. Based on a review of factors that build a lovemark, brand loyalty relationships were ex...

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Autores:

Tipo de recurso:

Fecha de publicación:

2019

Institución:

Universidad de Medellín

Repositorio:

Repositorio UDEM

Idioma:

eng

OAI Identifier:

oai:repository.udem.edu.co:11407/5659

Acceso en línea:

http://hdl.handle.net/11407/5659

Palabra clave:

Brand
Higher education
Lovemark
Loyalty

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http://purl.org/coar/access_right/c_16ec