Employing Mean-End-Chains theory to explore students’ values from school’s image characteristics - A case study of a business school in Ho Chi Minh City
Employing Mean-End-Chains theory to explore students’ values from school’s image characteristics - A case study of a business school in Ho Chi Minh City
The research findings show that there are 12 attributes, which drive to eight values through 23 consequences (13 functional consequences and 10 psychosocial consequences), making students enroll in the selected school.