<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1994-3733</journal-id>
<journal-title><![CDATA[Revista Perspectivas]]></journal-title>
<abbrev-journal-title><![CDATA[Perspectivas]]></abbrev-journal-title>
<issn>1994-3733</issn>
<publisher>
<publisher-name><![CDATA[Universidad Católica Boliviana San Pablo, Unidad Académica Regional Cochabamba]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1994-37332022000200009</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Factores que influyen en el capital de marca universitario en las instituciones de educación superior]]></article-title>
<article-title xml:lang="en"><![CDATA[Factors that influence the university brand capital in the higher education institutions]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Soria Maldonado]]></surname>
<given-names><![CDATA[Anahí Jeniffer]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Almeida Cardona]]></surname>
<given-names><![CDATA[Rodrigo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Católica Boliviana &#8220;San Pablo&#8221; Departamento de Administración, Economía y Finanzas ]]></institution>
<addr-line><![CDATA[Cochabamba ]]></addr-line>
<country>Bolivia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Católica Boliviana &#8220;San Pablo&#8221; Departamento de Administración, Economía y Finanzas Carrera de Ingeniería Comercial]]></institution>
<addr-line><![CDATA[Cochabamba ]]></addr-line>
<country>Bolivia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>11</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>11</month>
<year>2022</year>
</pub-date>
<numero>50</numero>
<fpage>9</fpage>
<lpage>30</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.bo/scielo.php?script=sci_arttext&amp;pid=S1994-37332022000200009&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.bo/scielo.php?script=sci_abstract&amp;pid=S1994-37332022000200009&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.bo/scielo.php?script=sci_pdf&amp;pid=S1994-37332022000200009&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El capital de marca es clave para las instituciones que buscan un efecto diferenciador que provoque un alto nivel de conciencia y familiaridad con la marca, además de generar un valor que posibilite el afianzar la relación con los establecimientos a través de la relevación dada por los clientes con la finalidad de crear reconocimiento de marca. Por ello esta investigación se enfoca en estudiar la percepción de los estudiantes sobre notoriedad, imagen, calidad percibida y lealtad de marca en las diversas universidades de Cochabamba a través de hipótesis, con el objetivo principal de determinar los factores que influyen en el capital de marca en este mercado. Esto se determinó mediante un modelo teórico adaptado, realizando encuestas a 215 estudiantes del pregrado provenientes de 15 universidades privadas, que brindó información con la que se realizó un análisis factorial exploratorio y confirmatorio, y que se reflejó en un modelo de ecuaciones estructurales. Los resultados establecieron que en las universidades de Cochabamba no se tiene un manejo específico del capital de marca, debido a que solo la hipótesis lealtad de marca fue aceptada, lo que sugiere que los esfuerzos deben enfocarse en mantener y mejorar este indicador e intensificar las acciones para lograr resultados favorables en los demás indicadores.  CLASIFICACIÓN JEL:  M3, M31.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract 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.  JEL CLASSIFICATION:  M3, M31.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Capital de Marca]]></kwd>
<kwd lng="es"><![CDATA[lealtad]]></kwd>
<kwd lng="es"><![CDATA[branding]]></kwd>
<kwd lng="es"><![CDATA[educación superior]]></kwd>
<kwd lng="es"><![CDATA[universidad]]></kwd>
<kwd lng="en"><![CDATA[Brand Capital]]></kwd>
<kwd lng="en"><![CDATA[loyalty]]></kwd>
<kwd lng="en"><![CDATA[branding]]></kwd>
<kwd lng="en"><![CDATA[higher education]]></kwd>
<kwd lng="en"><![CDATA[university]]></kwd>
</kwd-group>
</article-meta>
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