Browsing Uluslararası Ticaret ve Finansman Bölümü Koleksiyonu by Publisher "Routledge"
Now showing items 1-3 of 3
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Does forced-shift to online learning affect university brand image in South Korea? Role of perceived harm and international students’ learning engagement
(Routledge, 2021)University brand marketing leaders are reimagining their brand response to the global crisis, as COVID-19 pandemic continues to raise fears, especially due to the recent spike of the ‘delta variant’ outbreaks. Addressing ... -
A Holistic Approach to Investigate Consumer’s Attitude toward Foreign Products: Role of Country Personality, Self-Congruity, Product Image and Ethnocentrism
(Routledge, 2021)Consumers’ evaluation of foreign products depends on various factors including their country perceptions, and ethnocentrism etc. This study introduces an integrated model incorporating the impact of country personality ... -
Missing link in ‘new-normal’ for higher education: nexus between online experiential marketing, perceived-harm, social distancing concern and university brand evangelism in China
(Routledge, 2023)Chinese universities were the first to experience the massive shock waves of the COVID-19 pandemic that disrupted higher education globally. Despite extensive research on higher education in the ‘new normal’, empirical ...