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

Javier Casanoves Boix, Inés Küster Boluda, Natalia Vila López

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.

Citas


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