Abstract
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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Neus, F. (2020). General Conclusion. In: Event Marketing in the Context of Higher Education Marketing and Digital Environments. Handel und Internationales Marketing Retailing and International Marketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-29262-1_8
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DOI: https://doi.org/10.1007/978-3-658-29262-1_8
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