Abstract
The paper consists of two parts and focuses on brand community commitment in higher education, its dimensions and relationship with students’ loyalty. The first part presents the literature review on brand community and commitment. In the second part of the paper, results of quantitative study are presented and discussed. The study objectives include the verification of three-dimensional brand community commitment model in higher education (consisting of affective, continuance and normative components) and the relationship between its dimensions and the student loyalty towards a university.
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