Browsing by Author "Karadag, Hande"
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User-generated and brand-generated content as indicators of university brand personality and business strategy
Karadag, Hande; Tosun, Petek; Ayan, Busra (Routledge Journals, Taylor & Francis Ltd, 2022)The rising competition and social media usage increased the importance of university brand personality and strategic marketing in higher education. This study explores the interrelationships between brand-generated content ...