The importance of perceiving brand awareness and brand image among university service staff
- Javier Casanoves Boix Universidad Internacional de Valencia
- Inés Küster Boluda Universidad de Valencia
- Natalia Vila López Universidad de Valencia
Abstract
This research was carried out to examine the role of brand capital in higher education through the administration and service employees. 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 realised using a valid sample of 416 responses from administrative and service employees. The results show the repercussion of each variable of the brand capital on the mentioned employees, being: brand awareness, brand image, perceived quality and brand loyalty.Downloads
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