General Conclusion

Part of the Handel und Internationales Marketing Retailing and International Marketing book series (HIM)


This dissertation presents insights about the power of events as a tool to communicate a brand of higher education. On assessing a job fair and its attendees, it was found that the expected link between attitude toward the event and the HEI could not be shown for this specific case. Both attitudes, however, were found to have a significant influence on identification with the HEI.


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Copyright information

© The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2020

Authors and Affiliations

  1. 1.Marketing and TradeUniversity of SiegenSiegenGermany

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