1.
The Heart and the Mind in Higher Education Choice: An Empirical Analysis of Emotional and Rational Determinants among BBA and BCA Students. Journal of the Professional Marketing Research Society [Internet]. 2026 Sep. 18 [cited 2026 Sep. 22];16(3):633-48. Available from: https://canadian-jmr.com/index.php/cjmr/article/view/382