Dina Abu Baker's scientific contributions

Publication (1)

Article
Purpose The present research builds upon the social identity theory and Balaji et al. ’s (2016) research model to investigate student–university identification. The purpose of this paper is to examine the antecedents of university identification, namely, university brand knowledge, university brand personality and university identity. Furthermore,...

Citations

... The resource-based perspective of the business theorizes that a business's difficulty is to imitate capabilities that will allow it to build and retain superior advantages (Wernerfelt, 1984;Barney, 1991). College management is increasingly realizing that having a good knowledge of the brand equity notion may help them discover the characteristics that bring value to the brands and position them well in the market (Partenie, 2019;Dajani et al., 2021). As a result, college administration should have a better understanding of their brand equity in order to recruit students and faculty. ...