scholarly journals ¿Por qué las instituciones de educación superior deben apostar por la marca?

2018 ◽  
Vol 37 (1) ◽  
pp. 111-127 ◽  
Author(s):  
Javier Casanoves Boix ◽  
Inés Küster Boluda ◽  
Natalia Vila López
Keyword(s):  
Higher Education ◽  
Empirical Study ◽  
Brand Loyalty ◽  
Brand Image ◽  
Education Sector ◽  
Brand Awareness ◽  
Educación Superior ◽  
Educacion Superior ◽  
Brand Capital

A través de la presente investigación se pretende analizar el papel del capital de marca en el sector educativo. 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 mismo 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 2.239 respuestas válidas procedentes de distintos agentes universitarios implicados. Los resultados obtenidos muestran la repercusión del capital de marca en lo relativo a las variables que lo determinan, siendo: notoriedad de marca, imagen de marca, calidad percibida de marca y lealtad de marca. This research was carried out to examine the role of brand capital in higher education. 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 carried out using a valid sample of 2,239 responses from different university agents involved. The results obtained show the repercussion of the brand capital relative to the determining variables, which are: brand awareness, brand image, perceived quality and brand loyalty.

scholarly journals CREATING LOVEMARKS THROUGH STUDENTS OF PUBLIC UNIVERSITIES IN IRELAND

2021 ◽  
Author(s):  
Javier Casanoves-Boix ◽  
◽  
Ana Cruz-García ◽  
Maurice Murphy ◽  
◽  
...  
Keyword(s):  
Empirical Study ◽  
Brand Loyalty ◽  
Public Universities ◽  
Brand Image ◽  
Perceived Quality ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Suitable Model ◽  
Brand Capital

This research was carried out to examine the role of educational brand capital applied to public universities in Ireland. To this end, the main contributions in the literature related to the study of brand capital and its application in the Irish educational sector were analyzed, identifying which variables determine brand capital in this sector. Once a suitable model was established, an empirical study was realized using a sample of 423 valid responses from students at the two main public universities in Cork (Ireland). The results obtained will show the repercussion of each variable of the brand capital relative to the determining variables (brand awareness, brand image, perceived quality, and brand loyalty), while laying the foundation for university managers to develop marketing strategies adapted to maximize the building of educational brand capital.

scholarly journals DESAFÍOS EPISTEMOLÓGICOS DE LA EDUCACIÓN SUPERIOR EN EL SIGLO XXI

2018 ◽  
Vol 25 (1) ◽  
pp. 11
Author(s):  
Alberto Matías González ◽  
Orlando Fernández Aquino
Keyword(s):  
Higher Education ◽  
Social Role ◽  
Educación Superior ◽  
Educacion Superior ◽  
Synthetic Vision ◽  
Science Technology ◽  
The Social ◽  
Paradigmatic Change ◽  
The University

Acudir a la epistemología es una práctica necesaria para el desempeño de la Educación Superior, más si se trata de la universidad en una sociedad cambiante, con interrogantes que echan por tierra lascreencias con las que se han diseñado los sistemas educativos. El objetivo ha sido analizar la mudanza paradigmática que está ocurriendo en la actualidad en las ciencias, y en particular en la concepción del papel social de la Universidad, marcada por el surgimiento de epistemologías emergentes como el Pensamiento Complejo, el Movimiento Ciencia, Tecnología y Sociedad, la Epistemología del Sur y la Epistemología de Segundo Orden. El método ha sido el análisis hermenéutico de las fuentes consultadas. El resultado ha sido una visión sintética de la trasformación epistemológica en curso contenida en tendencias de pensamento que, a pesar de sus diferencias, presentan coincidencias que muestran una ruptura con la epistemologia positivista tradicional, la cual ha sido el sostén de formas de educación que han quedado obsoletas.EPISTEMOLOGICAL CHALLENGES OF HIGHER EDUCATION IN THE 21ST CENTURYAbstractReturn to the epistemology is a necessary practice for the performance of Higher Education, still more so in the case of the university in the mutant society with question that play by land the beliefs considered in the design of the educative systems. The objective of this study was to analyze the paradigmatic change that is happening currently in the sciences, and in particular in the conception of the social role of the University, marked by the emergence of emerging epistemologies such as Complex Thought, the Movement Science, Technology and Society, the Epistemology of the South and the Epistemology of the Second Order. The method was the hermeneutic analysis of the consulted sources. The result was a synthetic vision of the still in progress epistemological transformation expressed in trend of thought tendencies that, despite their differences, present coincidences that show a rupture with the traditional positivist epistemology, which has been the support of forms of education that are obsolete.Keywords: Positivism. Higher education. Epistemology.DESAFIOS EPISTEMOLÓGICOS DA EDUCAÇÃO SUPERIOR NO SÉCULO XXIResumoRetomar a epistemologia é uma prática necessária para o desempenho da Educação Superior, mais ainda em se tratando da universidade numa sociedade mutante com interrogações que jogam por terra as crenças consideradas no desenho dos sistemas educativos. O objetivo deste estudo foi analisar a mudança paradigmática que está acontecendo na atualidade nas ciências e, particularmente, na concepção do papel social da universidade, marcada pelo aparecimento de epistemologias emergentes como o Pensamento Complexo, o Movimento Ciência, Tecnologia e Sociedade, a Epistemologia do Sul e a Epistemologia de Segunda Ordem. O método foi a análise hermenêutica das fontes consultadas. O resultado foi uma visão sintética da transformação epistemológica em curso expressa em tendências de pensamento que, apesar de suas diferenças, apresentam coincidências que mostram uma ruptura com a epistemologia positivista tradicional, a qual tem sido a base de formas de educação que estão obsoletas.Palavras-chaves: Positivismo. Educaçao Superior. Epistemologia.

scholarly journals The Role of Social Media on Sponsorship Activation

2021 ◽  
Vol 66 (1) ◽  
pp. 111-126
Author(s):  
Mihai Constantin Răzvan Barbu ◽  
George Bogdan Burcea ◽  
Dragoş Laurenţiu Diaconescu ◽  
Marius Cătălin Popescu ◽  
Leonardo Daniel Păsărin ◽  
...  
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Financial Support ◽  
Brand Image ◽  
Consumer Preferences ◽  
Brand Awareness ◽  
Sport Organizations ◽  
The Social ◽  
Or Organization

"ABSTRACT. Globally, sponsorship has grown impressive over the last 30 years, receiving an increased importance in the communication mix of companies. Sport organizations have understood the importance and the role sponsorship it plays for the financial support they need. Sponsorship is the material support of an event, activity or organization by an unaffiliated partner. It is a good way to increase brand awareness, which helps to generate consumer preferences and promote brand loyalty and also improves the brand image. Brands play an important role in the development of companies because they bring a number of benefits to them. The paper ""Innovation’s impact on sponsorship activation"" aims to present a series of theoretical elements of activating sponsorship, as well as the element of innovation in this process, an element represented by the social media presence in our lives and in the last part of the paper is presented a study based on a survey on our topic."

scholarly journals EDUCATIONAL BRANDING IN PRIVATE SPANISH UNIVERSITIES: BUILDING BRANDS THAT THE PUBLIC FALL IN LOVE WITH

2020 ◽  
Vol 3 (2) ◽  
pp. 145-163
Author(s):  
Javier Casanoves-Boix ◽  
Inés Küster-Boluda ◽  
Natalia Vila-López
Keyword(s):  
Brand Loyalty ◽  
Brand Image ◽  
Private Universities ◽  
The Public ◽  
Service Staff ◽  
Quantitative Sample ◽  
Brand Capital ◽  
Spanish Universities ◽  
The Impact

This research was carried out to examine the role of university brand capital in Spanish private universities. To get the aim, an empirical study is carried out with a quantitative sample of 993 valid responses from different agents involved (343 lecturers, 164 service staff and 486 students). The results obtained show the impact of each of the variables of brand capital at the educational level and, in particular, the importance of building brand image to maximize the perception of brand capital in Spanish private universities. At the same time, there are significant differences in perception among the different university agents involved, being the service staff the highest average in all variables, such as: (1) brand awareness, (2) brand image, (3) perceived quality and (4) brand loyalty.

scholarly journals El papel de la actividad experimental en la enseñanza y aprendizaje del electromagnetismo en la educación superior -The results of the research are presented: "The role of experimental activity in teaching electromagnetics in higher education

2015 ◽  
Vol 2 (22) ◽  
pp. 85
Author(s):  
Beatriz Elena Osorio-Vélez ◽  
Jaime Alberto Osorio-Velez ◽  
Luz Stella Mejía-Aristizabal ◽  
Gloria Eugenia Campillo-Figueroa ◽  
Rodrigo Covaleda
Keyword(s):  
Higher Education ◽  
Teaching And Learning ◽  
Engineering Students ◽  
Educación Superior ◽  
Educacion Superior ◽  
Experimental Activity ◽  
Proposal A ◽  
University Level ◽  
The University

Se presentan los resultados del proyecto de investigación: “El papel de la actividad experimental en la enseñanza del electromagnetismo en la educación superior”. Su  objetivo fue diseñar una propuesta de enseñanza del electromagnetismo, basada en la actividad experimental que contribuya con el proceso enseñanza y aprendizaje a nivel universitario.  Para ello se trabajó con un grupo de estudiantes de ingeniería de dos  instituciones de Educación Superior: Institución Universitaria Pascual Bravo y la Universidad de Antioquia. Los estudiantes que hicieron parte de la propuesta, respondieron un cuestionario de cuatro preguntas sobre electromagnetismo.  Las preguntas fueron seleccionadas de acuerdo a investigaciones previas que sobre el mismo tema se realizaron en estudiantes que solamente habían realizado el curso teórico.  Los resultados de este último grupo, evidenció dificultades para explicar fenómenos relacionados con el electromagnetismo, mientras que el grupo de estudiantes que realizó el trabajo experimental, mostró una mejor comprensión del fenómeno, logrando estructurar y organizar sus explicaciones.ABSTRACT The results of the research are presented: "The role of experimental activity in teaching electromagnetics in higher education." Their goal was to design a proposal for teaching electromagnetism, based on the experimental activity that contributes to the teaching and learning process at the university level. To do this, we worked with a group of engineering students from two institutions of higher education: University Pascual Bravo Institute and the University of Antioquia. Students who were part of the proposal, a questionnaire of four questions on electromagnetism. The questions were selected based on previous research on the same topic were conducted in students who had just completed the theoretical course. The results of the latter group showed difficulty explaining phenomena related to electromagnetism, while the group of students who performed the experimental work, showed a better understanding of the phenomenon, managing to structure and organize their explanations.

scholarly journals Reflexiones en torno al currículo educativo y la perspectiva de género

2020 ◽  
Vol 3 (1) ◽  
pp. 53-62
Author(s):  
María del Carmen Jiménez ◽  
Adriana González Perdomo
Keyword(s):  
Higher Education ◽  
Present Article ◽  
Educación Superior ◽  
Educacion Superior ◽  
Personal Reflections

El presente artículo, de corte teórico-reflexivo, procura dar respuesta al interrogante sobre el papel de la educación superior en el incremento de experiencias de divergencia entre los géneros, se pretende exponer las ideas elaboradas por las autoras a partir de una minuciosa revisión  bibliográfica y reflexiones personales. Abstract The present article, of a theoretical-reflective nature, tries to answer the question about the role of higher education in increasing experiences of divergence between genders. The aim is to expose the ideas elaborated by the authors from a meticulous bibliographic review and personal reflections.

scholarly journals An Empirical Study on the Influence of Students’Awareness on the Brand Identity: A Case of Telkom University Indonesia

2017 ◽  
Vol 1 (01) ◽  
pp. 53-58
Author(s):  
Sari Wulandari
Keyword(s):  
Higher Education ◽  
Empirical Study ◽  
Data Processing ◽  
Brand Image ◽  
Brand Identity ◽  
Brand Awareness ◽  
Brand Name ◽  
Chi Square ◽  
Brand Reputation ◽  
Chi Square Test

Mergers made by IT Telkom and other higher education institutions such as IM Telkom, Telkom Polytechnic and STISI Telkom, have an impact on IT Telkom brand image. IT Telkom together with these institutions created a new brand name of Telkom University. The Brand of Telkom University uses a different brand identity from previous brand identity. The use of this new brand identity affects brand awareness and brand image of the previous brand of IT Telkom. This research is conducted to find out the people’s brand awareness of IT Telkom merger. The numbers of sample are 781 respondents. Data processing was performed using Chi - Square test. The results indicated that awareness of this mergers influences perceptions of competence and brand reputation, awareness of vision, mission, and motto affect all brand identity, and awareness of the logo affects the perception related to the relevance of brand identity as a whole. Keywords—Merger, University, Awareness, Brand Identity

scholarly journals Do Brand Image and Brand Trust Mediate the Effect of Service Quality on Brand Loyalty? Lessons from Higher Education Sector

2021 ◽  
Vol 3 (2) ◽  
pp. 302-315
Author(s):  
Milcha Handayani Tammubua
Keyword(s):  
Higher Education ◽  
Service Quality ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Image ◽  
Partial Least Square ◽  
Education Sector ◽  
Least Square ◽  
Equation Modeling ◽  
Brand Trust

This study analyzes the relationship between service quality on brand image, brand trust, and brand loyalty in the higher education sector. This study used a 4-point Likert scale questionnaire to collect the data from 185 students at the Distance Learning Program Unit Universitas Terbuka Jayapura registered in 2014-2018. It also employed the Structural Equation Modeling Partial Least Square (SEM-PLS) method to analyze the data with the help of SmartPLS 3 software. The results showed that service quality positively and significantly affected the brand image, brand trust, and brand loyalty. Brand trust has a positive and significant effect on brand loyalty, while the brand image has no significant effect on brand loyalty.  

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