La importancia de percibir notoriedad e imagen de marca entre el personal de servicios de universidad

  1. Casanoves Boix, Javier 1
  2. Küster Boluda, Inés 2
  3. Vila López, Natalia 2
  1. 1 Universidad Internacional de Valencia
    info

    Universidad Internacional de Valencia

    Valencia, España

    ROR https://ror.org/00gjj5n39

  2. 2 Universitat de València
    info

    Universitat de València

    Valencia, España

    ROR https://ror.org/043nxc105

Revista:
Cuadernos de estudios empresariales

ISSN: 1131-6985

Año de publicación: 2017

Número: 27

Páginas: 65-86

Tipo: Artículo

DOI: 10.5209/CESE.57371 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Cuadernos de estudios empresariales

Resumen

A través de la presente investigación se pretende analizar el papel del capital de marca en el sector educativo entre el personal de administración y servicios. Para tal fin, se analizan las principales aportaciones de la literatura al estudio del capital de marca y su aplicación en el sector educativo, identificando qué variables determinan el capital de marca en la educación superior. Una vez establecido el modelo de capital de marca susceptible de aplicación en el sector educativo, se lleva a cabo un estudio empírico contando con una muestra cuantitativa de 416 respuestas válidas procedentes de empleados de administración y servicios de universidad. Los resultados obtenidos muestran la repercusión de cada una de las variables del capital de marca sobre dichos empleados, siendo: notoriedad de marca, imagen de marca, calidad percibida de marca y lealtad de marca.

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