Titlebook: Event Marketing in the Context of Higher Education Marketing and Digital Environments; Florian Neus Book 2020 The Editor(s) (if applicable

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,Green’s Functions for Spherical Resonators,tendees, it was found that the expected link between attitude toward the event and the HEI could not be shown for this specific case. Both attitudes, however, were found to have a significant influence on identification with the HEI.

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978-3-658-29261-4The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Fachmedien Wies

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Event Marketing in the Context of Higher Education Marketing and Digital Environments978-3-658-29262-1Series ISSN 2626-3327 Series E-ISSN 2626-3335

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Event Marketing in the Context of Higher Education Marketing and Digital Environments

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,Events as a Customer Touchpoint in Student Life – Creating Valuable Experiences and Lasting Impressy within Western Europe, the introduction of bachelor’s and master’s degrees has led to higher student mobility and international competition. Therefore, HEIs are being challenged more than ever to find new ways to approach prospective students and, furthermore, retain their existing students (Marin

FACT

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Differences and Similarities in Motivation for Offline and Online eSports Event Consumption,n of the modern digital area (Hamari and Sjöblom, 2017). Organized in leagues and ladders around different games of various genres, eSports is a very successful business venture and still growing year by year (Warman, 2017). Through streaming options on various platforms (e.g., twitch.tv or youtube.