Article

EDUCATIONAL BRANDING IN PRIVATE SPANISH UNIVERSITIES: BUILDING BRANDS THAT THE PUBLIC FALL IN LOVE WITH🔗

BRANDING EDUCATIVO EN LAS UNIVERSIDADES PRIVADAS ESPAÑOLAS: CONSTRUCCIÓN DE MARCAS QUE ENAMOREN AL PÚBLICO IMPLICADO🔗

English & Spanish Full Art Eng Full Art Esp Citation
 

Author(s)🔗

Javier Casanoves-Boix , Universidad Internacional de Valencia, Spain
Inés Küster-Boluda , Universidad de Valencia, Spain
Natalia Vila-López , Universidad de Valencia, Spain

https://doi.org/10.35564/jmbe.2020.0010

Abstract🔗

This research was carried out to examine the role of university brand capital in Spanish private universities. To get the aim, an empirical study is carried out with a quantitative sample of 993 valid responses from different agents involved (343 lecturers, 164 service staff and 486 students). The results obtained show the impact of each of the variables of brand capital at the educational level and, in particular, the importance of building brand image to maximize the perception of brand capital in Spanish private universities. At the same time, there are significant differences in perception among the different university agents involved, being the service staff the highest average in all variables, such as: (1) brand awareness, (2) brand image, (3) perceived quality and (4) brand loyalty.

Keywords
marketing, brand capital, higher education, private universities, Spain

Resumen🔗

A través de la presente investigación, se pretende analizar el papel del capital de marca universitario en el ámbito privado español. Para ello, se lleva a cabo un estudio empírico contando con una muestra cuantitativa de 993 respuestas válidas procedentes de distintos agentes implicados (343 profesores, 164 empleados de servicios y 486 estudiantes). Los resultados obtenidos muestran la repercusión de cada una de las variables del capital de marca a nivel educativo y, en especial, la importancia de construir imagen de marca para maximizar la percepción de capital de marca en las universidades privadas españolas. A su vez, se observan diferencias significativas de percepción entre los distintos agentes universitarios implicados, siendo los empleados de servicios los que mayor media presenta en todas las variables, tales como: (1) notoriedad de marca, (2) imagen de marca, (3) calidad percibida de marca y (4) lealtad de marca.

Palabras clave
marketing, capital de marca, educación superior, universidades privadas, España

Received
22 April 2020

Accepted
25 May 2020

Copyright
This is an open access article under the CC BY-NC license.

Citation🔗

Casanoves-Boix, J.; Küster-Boluda, I.; & Vila-López. N. (2020). Educational branding in private Spanish universities: building brands that the public fall in love with. Journal of Management and Business Education, 3(2), 145-163. https://doi.org/10.35564/jmbe.2020.0010

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