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A systematic literature review: -what role do emotions play within the student-business school relationship and how can they be measured
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| 1.96 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Due to the increasing desire of young people to acquire tertiary education, competition among
higher education institutions and especially among business schools has intensified.
Consequently, the need to establish and build a strong brand strategy has been put in the
spotlight to attract prospective students and ensure the satisfaction of enrolled students with the
university’s services. This systematic literature review maps relevant theories to explore the
role of emotions within the student-business school relationship and describes explicit and
implicit measures of emotions, which sought to enable business schools to position their brand
more effectively from an emotional point of view.
Descrição
Palavras-chave
Systematic literature review Bibliographic cCoupling Emotions Business schools Implicit measures Explicit measures