An Empirical Test for Mediation Effect of Educational Institute's Image on Relationship between Marketing Elements and Parents' Loyalty: Evidence from India

Autor:	Vikas Gautam
Rok vydání:	2015
Předmět:	Marketing Marketing mix modeling media_common.quotation_subject Sample (statistics) Advertising Educational institution Exploratory factor analysis Empirical research Promotion (rank) Mediation Loyalty Economics media_common
Zdroj:	Journal of Promotion Management. 21:584-600
ISSN:	1540-7594 1049-6491
DOI:	10.1080/10496491.2015.1055040
Popis:	The article presents the results of a study that assesses effects of selected marketing tactics on parents' loyalty towards the educational institutions. The results of Multiple Regression Analysis show that the price mix was the most significant factor having impact on parents' loyalty followed by people mix, place mix, product mix, and promotion mix. Furthermore, educational institution image mediates completely (full mediation) the relationship between selected marketing tactics (product mix, people mix, place mix, promotion mix) and parents' loyalty. Whereas, educational institution image mediates partially (partial mediation) the relationship between price mix and parents' loyalty. The sample comprised 687 respondents.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::5fbe34bbcae54553b99665a50e6bbb31 https://doi.org/10.1080/10496491.2015.1055040 Zobrazit plný text záznamu