CUSTOMER WORD-OF-MOUTH BEHAVIOR AND COPORATE BRANDING. A CASE STUDY in HIGHER EDUCATION SECTOR

      Аннотация: Higher education is also considered a competitive industry, like any other. Therefore, private universities also need to pay attention to branding in the higher education industry, which is an indispensable strategy of any university leadership. Furthermore, student behavior is also greatly influenced by communication. Therefore, Word of mouth (WOM) communication will substantially impact student behavior in sharing the brand more widely. This book analyzes the essential factors that strongly influence students' WOM behavior in sharing their university brand with others. Furthermore, this book also explains that higher student satisfaction will lead to more active Student WOM behavior in brand sharing, essential for any company.

Ключевые слова: Student’s WOM behavior, student satisfaction, University Branding