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- Title
Gestión de la imagen de marca universitaria y sus efectos en la intención de compra.
- Authors
Ramírez Jiménez, Víctor Alfonso; Llamas Aréchiga, Beatriz; Rascón Larios, Angélica María
- Abstract
This research work proposes to measure the influence of the university corporate image (symbolic attributes, functional image, emotional image, communication) on the brand image; the latter, in reputation and purchase intention. His approach is quantitative, transversal, nonexperimental on a sample of 364 university students, applying the analysis methodology of Structural Equation Models using partial least squares. The findings reveal the positive influence of functional image, emotional image and communication on brand image, the positive and significant relationship of the latter on reputation, and of reputation on purchase intention; no significant evidence was found on the influence of symbolic attributes with the brand image.
- Subjects
RELATIONSHIP marketing; HIGHER education; REPUTATION
- Publication
Dilemas Contemporáneos: Educación, Política y Valores, 2023, Vol 11, p1
- ISSN
2007-7890
- Publication type
Article