Factores que afectan al valor de marca de la universidad de dong thap - investigación basada en los estudiantes

Nguyen  Giac Tri

doi:10.5377/reice.v11i22.17362

Autores/as

Nguyen Giac Tri PhD in Economic, Faculty of Economics, Dong Thap University, Vietnam https://orcid.org/0000-0002-8378-5282

DOI:

https://doi.org/10.5377/reice.v11i22.17362

Palabras clave:

Asociación, concienciación, valor de marca, lealtad, calidad percibida, valor de marca basado en el estudiante, marca universitaria

Resumen

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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Biografía del autor/a

Nguyen Giac Tri, PhD in Economic, Faculty of Economics, Dong Thap University, Vietnam

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Factores que afectan al valor de marca de la universidad de dong thap - investigación basada en los estudiantes

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Nguyen Giac Tri, PhD in Economic, Faculty of Economics, Dong Thap University, Vietnam

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