IMPACT OF WORD OF MOUTH (WOM) MARKETING ON BRAND AWARENESS, PERCEIVED QUALITY AND BRAND LOYALTY / HALIMAT ABIODUN EWEJE; SUPERVISOR: DR. HOMAYOUN PASHA SAFAVI

Yazar: Katkıda bulunan(lar):Dil: İngilizce 2023Tanım: viii, 67 sheets; 31 cm. 1 CD-ROMİçerik türü:
  • text
Ortam türü:
  • unmediated
Taşıyıcı türü:
  • volume
Diğer başlık:
  • A CASE OF NIGERIAN HIGHER INSTITUTIONS
Konu(lar): Tez notu: Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department Özet: ABSTRACT The objective of this study is to investigate the impact of word of mouth (WOM) marketing on the perceived quality and brand awareness of Nigerian higher education institution and the subsequent impact on the brand loyalty. The study aimed to get better insight into factors that contribute to the choice of higher institution to attend among Nigerian youths. Three hundred and eighty four (384) responses were gathered through the distribution of questionnaires online to various Nigerian students. Correlation, linear regression analysis and hypothesis testing was used to test the relationship between WOM, brand awareness, perceived quality and brand loyalty. The study found a positive correlation between WOM and perceived quality and brand awareness. A subsequent positive relationship was also reported between brand awareness and perceived quality with brand loyalty. The study showed that the communication that takes place among past students of an higher education institute and a potential student have the ability to increase the brand awareness and perceived quality of the school by the potential student. Hence, can help convince the student to choose the institution as choice destination for their education. Keywords: Brand Awareness, Brand Loyalty, Perceived Quality, Word of Mouth.
Materyal türü: Thesis
Mevcut
Materyal türü Geçerli Kütüphane Koleksiyon Yer Numarası Durum Notlar İade tarihi Barkod Materyal Ayırtmaları
Thesis Thesis CIU LIBRARY Tez Koleksiyonu Tez Koleksiyonu YL 3171 E94 2023 (Rafa gözat(Aşağıda açılır)) Kullanılabilir Business Administration Department T3552
Suppl. CD Suppl. CD CIU LIBRARY Görsel İşitsel YL 3171 E94 2023 (Rafa gözat(Aşağıda açılır)) Kullanılabilir Business Administration Department CDT3552
Toplam ayırtılanlar: 0

Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department

Includes bibliography (sheets 50-64)

ABSTRACT
The objective of this study is to investigate the impact of word of mouth (WOM)
marketing on the perceived quality and brand awareness of Nigerian higher education
institution and the subsequent impact on the brand loyalty. The study aimed to get
better insight into factors that contribute to the choice of higher institution to attend
among Nigerian youths. Three hundred and eighty four (384) responses were gathered
through the distribution of questionnaires online to various Nigerian students.
Correlation, linear regression analysis and hypothesis testing was used to test the
relationship between WOM, brand awareness, perceived quality and brand loyalty.
The study found a positive correlation between WOM and perceived quality and brand
awareness. A subsequent positive relationship was also reported between brand
awareness and perceived quality with brand loyalty. The study showed that the
communication that takes place among past students of an higher education institute
and a potential student have the ability to increase the brand awareness and perceived
quality of the school by the potential student. Hence, can help convince the student to
choose the institution as choice destination for their education.
Keywords: Brand Awareness, Brand Loyalty, Perceived Quality, Word of Mouth.

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