TY - JOUR
T1 - Influence of sustainability in the positioning of the university brand
T2 - Study in universities in Medellín-Colombia
AU - Castro-Gómez, Johnatan
AU - Sánchez-Torres, Javier A.
AU - Ortíz-Rendón, Paola Andrea
N1 - Publisher Copyright:
© 2024 The Authors
PY - 2024/5/15
Y1 - 2024/5/15
N2 - The implementation of university sustainability affects brand perceptions by conferring attributes related to commitment and reputation, especially by students. The proper management of sustainability is related to an improvement in the university brand perceived by its stakeholders, including students. For this reason, this research aims to analyse whether university sustainability positively affects brand positioning among university students. For this purpose, a theoretical and quantitative mixed-method investigation is proposed that allows the establishment of a structural model in which the relationships between the dimensions of university sustainability with the dimensions of brand positioning are evident. The empirical analysis found that some dimensions of university sustainability, such as the institutional framework, campus operations and some dimensions of the substantive functions, positively affect brand positioning in university students and generate commitment to the university from both the prestige and reputation of the brand.
AB - The implementation of university sustainability affects brand perceptions by conferring attributes related to commitment and reputation, especially by students. The proper management of sustainability is related to an improvement in the university brand perceived by its stakeholders, including students. For this reason, this research aims to analyse whether university sustainability positively affects brand positioning among university students. For this purpose, a theoretical and quantitative mixed-method investigation is proposed that allows the establishment of a structural model in which the relationships between the dimensions of university sustainability with the dimensions of brand positioning are evident. The empirical analysis found that some dimensions of university sustainability, such as the institutional framework, campus operations and some dimensions of the substantive functions, positively affect brand positioning in university students and generate commitment to the university from both the prestige and reputation of the brand.
KW - Structural equations
KW - Student perspective
KW - Universities
KW - University brand positioning
KW - University sustainability
UR - http://www.scopus.com/inward/record.url?scp=85192207130&partnerID=8YFLogxK
U2 - 10.1016/j.heliyon.2024.e30569
DO - 10.1016/j.heliyon.2024.e30569
M3 - Artículo
AN - SCOPUS:85192207130
SN - 2405-8440
VL - 10
JO - Heliyon
JF - Heliyon
IS - 9
M1 - e30569
ER -