Abstract:The purpose of this study is to investigate and reveal the relationships between student brand loyalty (SBL) and the four composite variables: brand associations (BA), brand information dissemination and sufficiency (BIDS), perceived quality (PQ), student brand engagement (SBE). The paper also explores possible relations between SBE and the constructs BA, BIDS, PQ. An empirical study was conducted among 250 students of 3 faculties in a public university in Bulgaria. The analysis included the maximum likelihood… Show more
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