The Heart and the Mind in Higher Education Choice: An Empirical Analysis of Emotional and Rational Determinants among BBA and BCA Students. Canadian Journal of Marketing Research, [S. l.], v. 16, n. 3, p. 633–648, 2026. DOI: 10.61336/cjmr.1603.89. Disponível em: https://canadian-jmr.com/index.php/cjmr/article/view/382. Acesso em: 22 sep. 2026.