TY  - JOUR 
AU  - Kotb Mohamed Abdelmaaboud, Abdelhamid
AU  - Polo Peña, Ana Isabel
AU  - Abdelrahman Mahrous, Abeer
PY  - 2024
UR  - https://hdl.handle.net/10481/90102
AB  - Purpose – This study introduces three variables related to brands that have the potential to enhance university students' advocacy intentions. The research explores how university brand identification, the perceived prestige of the university brand,...
LA  - eng
PB  - Emerald
KW  - Higher education institutions
KW  - University branding
KW  - Students’ advocacy intentions
KW  - University brand identification
KW  - University brand prestige
KW  - University brand social benefits
TI  - Unveiling the Path to University Students' Advocacy Intention: Exploring the Intriguing Gender Moderation
DO  - 10.1108/JHASS-07-2023-0078
ER  -