Influence of sustainability in the positioning of the university brand: Study in universities in Medellín-Colombia

Johnatan Castro-Gómez, Javier A. Sánchez-Torres, Paola Andrea Ortíz-Rendón

Producción científica: Contribución a una revistaArtículorevisión exhaustiva

Resumen

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.

Idioma originalInglés
Número de artículoe30569
PublicaciónHeliyon
Volumen10
N.º9
DOI
EstadoPublicada - 15 may. 2024

Tipos de productos de Minciencias

  • Artículo A1 - Q1

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