Factores que afectan al valor de marca de la universidad de dong thap - investigación basada en los estudiantes
DOI:
https://doi.org/10.5377/reice.v11i22.17362Palabras clave:
Asociación, concienciación, valor de marca, lealtad, calidad percibida, valor de marca basado en el estudiante, marca universitariaResumen
La investigación analiza los factores que afectan al valor de marca de la Universidad de Dong Thap desde el punto de vista de los estudiantes a través de cuatro factores: conocimiento de marca, asociación de marca, calidad percibida y fidelidad a la marca. El estudio utiliza datos primarios mediante encuestas a estudiantes de la Universidad de Dong Thap y 298 respuestas recogidas mediante cuestionarios a través de un muestreo de conveniencia (muestreo no probabilístico). Los datos se analizaron para obtener estadísticas descriptivas, alfa de cronbach y otros análisis (es decir, análisis factorial exploratorio, estimación y pruebas de regresión). Los resultados muestran que los cuatro factores considerados afectaron al valor de marca de la Universidad de Dong Thap, seguidos de otros factores. Así pues, este valor de marca no sólo se ve afectado por las percepciones de los estudiantes, sino también por los servicios de formación. En consecuencia, la investigación pone de relieve las implicaciones prácticas y la dirección sugerente para que el personal directivo construya el valor de marca de la Universidad Dong Thap.
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Derechos de autor 2023 REICE: Revista Electrónica de Investigación en Ciencias Económicas
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