Does Referral Make a Difference?
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Authors
Gautam, Samagya
Wingate, Nikki
Issue Date
2016-04-01
Type
Presentation
Language
en_US
Keywords
Higher education , Referral , Word of mouth
Alternative Title
Abstract
Higher Education Institutions (HEI) continually focuses on branding techniques for its survival. A lot of past studies reveal why branding as a technique is important for universities. But very limited study has been done regarding how word-of-mouth can help HEI attract the prospective students. The purpose of branding for HEI is to become the talk of the town through heavy word of mouth. And WOM is a medium through which HEI can develop a positive brand image. So, the question is how can WOM help HEI brand themselves and attract the prospective students to the university?