Why should higher education institutions invest in branding?
Revista de Investigacion Educativa, ISSN: 1989-9106, Vol: 37, Issue: 1, Page: 111-127
2019
- 16Citations
- 103Captures
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Example: if you select the 1-year option for an article published in 2019 and a metric category shows 90%, that means that the article or review is performing better than 90% of the other articles/reviews published in that journal in 2019. If you select the 3-year option for the same article published in 2019 and the metric category shows 90%, that means that the article or review is performing better than 90% of the other articles/reviews published in that journal in 2019, 2018 and 2017.
Citation Benchmarking is provided by Scopus and SciVal and is different from the metrics context provided by PlumX Metrics.
Article Description
This research was carried out to examine the role of brand capital in higher education. For this purpose, the main contributions of the literature related to the study of brand capital and its application in the educational sector were analyzed, identifying which variables determine brand capital in the higher education sector. Once the susceptible brand capital in the higher education sector was established, an empirical study was carried out using a valid sample of 2,239 responses from different university agents involved. The results obtained show the repercussion of the brand capital relative to the determining variables, which are: brand awareness, brand image, perceived quality and brand loyalty.
Bibliographic Details
Servicio de Publicaciones de la Universidad de Murcia
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