Journal

Volume 75, #2

       “Economic Sciences: theory and practice” is scientific, refereed, biannual journal. The Journal of “Economic Sciences: theory and practice” has been founded by Azerbaijan State University of Economics in 1994.              
The Journal has been received to registration in the centre of international ISSN (International Standard Series Number, ISSN-2220-8739). Also, it has been included by the Supreme attestation Commission under the President of Azerbaijan Republic to the list of scientific publications on economic sciences.


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Co-Communication and Brand Reflection in Higher Education: Perceptions of Enrollment Intention and Recommending

Tuba Bingöl, Leila Samii, Tej Dhakar


ABSTRACT

In this study, enrollment intention of international students was observed by testing university created communication (UCC), user generated content (UGC), brand image (BI) and brand attitude (BA). To examine higher education institution level and enrollment intentions, the model by Schivinski & Dabrowski (2016) firm created communication, brand equity, user generated content (UGC), brand attitude predicting purchase decision was extended. It is proved that BI and BA affects enrollment intention in the same level. It is not important for international students where the communication comes from when they go online and search different contents. Brand reflection (BI &BA) and Co-communication (UGC &UCC) have strong relationship with enrollment intentions.

Keywords: branding, marketing, higher education, international marketing, international education.

JEL Classification: M31, I23