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Educational branding in spanish private universities: construction of brands that fall in love with the public involved

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Educational branding in spanish private universities: construction of brands that fall in love with the public involved

dc.contributor.author	Casanoves Boix, Javier
dc.contributor.author	Küster Boluda, Inés
dc.contributor.author	Vila López, Natalia
dc.date.accessioned	2023-11-23T16:40:49Z
dc.date.available	2023-11-23T16:40:49Z
dc.date.issued	2020
dc.identifier.uri	https://hdl.handle.net/10550/91393
dc.description.abstract	This research was carried out to examine the role of university brand capital in private Spanish universities. To this end, an empirical study was carried out with a quantitative sample of 993 valid responses from the 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 private Spanish universities. At the same time, there are significant differences in perception among the different university agents
dc.language.iso	eng
dc.relation.ispartof	Journal of Management and Business Education, 2020, vol. 3, num. 2, p. 145-163
dc.source	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
dc.subject	educació
dc.subject	col·laboració empresa-universitat
dc.subject	marketing	en
dc.subject	capital de marca	es
dc.subject	universidades privadas	es
dc.title	Educational branding in spanish private universities: construction of brands that fall in love with the public involved
dc.type	journal article
dc.date.updated	2023-11-23T16:40:49Z
dc.identifier.doi	10.35564/jmbe.2020.0010
dc.identifier.idgrec	141340
dc.rights.accessRights	open access