Resumo

SORIA MALDONADO, Anahí Jeniffer  e  ALMEIDA CARDONA, Rodrigo. Factors that influence the university brand capital in the higher education institutions. Perspectivas [online]. 2022, n.50, pp.9-30.  Epub 31-Nov-2022. ISSN 1994-3733.

Brand capital is key for institutions that seek a differentiating effect that causes a high level of awareness and familiarity with the brand, in addition to generating value that makes it possible to strengthen the relationship with the establishments through the relief given by customers. in order to create brand recognition. For this reason, this research focuses on studying the perception of students about notoriety, image, perceived quality and brand loyalty in the various universities of Cochabamba through hypotheses, with the main objective of determining the factors that influence brand capital in this market. This was determined through an adapted theoretical model, surveying 215 undergraduate students from 15 private universities, which provided information with which the exploratory and confirmatory factor analysis was carried out, and which was reflected in an equation model. The results established that the universities of Cochabamba do not have a specific management of brand capital, because only the hypothesis of brand loyalty was accepted, which suggests that efforts should be focused on maintaining and improving this indicator and intensifying actions to achieve favorable results in the other indicators.

Palavras-chave : Brand Capital; loyalty; branding; higher education; university.

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