Dimensiones del capital de marca en las instituciones de educación superior, un enfoque hacia la Universidad de Cuenca a través de sistema de ecuaciones estructurales

Abstract

Increased competitiveness, globalization, and the insertion of quality policies have led to the integration of marketization and marketing theories into the education sector, with a special interest in branding activities. The main objective of this study is to demonstrate the causal relationships of the dimensions of the student-based brand equity at an Ecuadorian public university. Based on two statistical samples of 109 and 400 cases for exploratory factor analysis and structural equation analysis respectively. Five latent factors showed significant relationships with each other; brand associations, perceived quality, brand reputation, emotional environment, and brand loyalty, the latter being the endogenous dimension of greatest interest. In addition, the originality of the study lies in the use of a confirmatory causal technique that shows that the theoretical frame of reference is applied to a new cultural context.