Abstract
This is one of the few studies in a services context that examines consumer behavior for digital products and services high in credence properties such as online business education (online MBA). In particular, this study pioneered to investigate the impact of professional communications styles of service providers (student advisers) on perception of service authenticity and perceived organizational trust, that influence positive brand experience for prospective students and strengthen their intention to undertake online business courses.
| Original language | English |
|---|---|
| Title of host publication | Proceedings of Academy of Marketing 2023 Annual Conference and Doctoral Colloquium: From Revolution to Revolutions |
| Subtitle of host publication | From revolution to revolutions |
| Editors | F. Kerrigan |
| Pages | 252-253 |
| Number of pages | 2 |
| ISBN (Electronic) | 978-1-3999-58042 |
| Publication status | Published - 6 Jul 2023 |
| Event | Academy of Marketing Conference 2023: From Revolution to Revolutions - University of Birmingham, Birmingham, Australia Duration: 3 Jul 2023 → 6 Jul 2023 |
Publication series
| Name | Proceedings of Academy of Marketing 2023 Annual Conference and Doctoral Colloquium: From Revolution to Revolutions |
|---|
Conference
| Conference | Academy of Marketing Conference 2023 |
|---|---|
| Country/Territory | Australia |
| City | Birmingham |
| Period | 3/07/23 → 6/07/23 |
UN SDGs
This output contributes to the following UN Sustainable Development Goals (SDGs)
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SDG 12 Responsible Consumption and Production
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