000			02543nam a22003017a 4500
003			KOHA
005			20231030092053.0
008			231030d2023 cy ||||| m||| 00| 0 tur d
040			_aCY-NiCIU _beng _cCY-NiCIU _erda
041			_aeng
090			_aYL 3171 _bE94 2023
100	1		_aEweje, Halimat Abiodun
245	1	0	_aIMPACT OF WORD OF MOUTH (WOM) MARKETING ON BRAND AWARENESS, PERCEIVED QUALITY AND BRAND LOYALTY / _cHALIMAT ABIODUN EWEJE; SUPERVISOR: DR. HOMAYOUN PASHA SAFAVI
246	2	3	_aA CASE OF NIGERIAN HIGHER INSTITUTIONS
264			_c2023
300			_aviii, 67 sheets; _c31 cm. _e1 CD-ROM
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
502			_aThesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department
504			_aIncludes bibliography (sheets 50-64)
520			_aABSTRACT 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.
650		0	_aBrand loyalty _vDissertations, Academic
650		0	_aWord-of-mouth advertising _vDissertations, Academic
650		0	_aBranding (Marketing) _vDissertations, Academic
700	1		_aSafavi, Homayoun Pasha _esupervisor
942			_2ddc _cTS
999			_c291579 _d291579