Brand Management in Higher Education. An Empirical Study Through the Agents Involved

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ISBN
9788413083308
Nombre del producto:
Brand Management in Higher Education. An Empirical Study Through the Agents Involved
Peso:
N/D
Fecha de edición:
31 ene. 2019
Número de Edición:
1
Autor:
Casanoves Boix, Javier
Idioma:
Español
Formato:
Libro+e-Book
Páginas:
294
Lugar de edición:
PAMPLONA
Colección:
ESTUDIOS ARANZADI
Encuadernación:
Rústica

What is brand capital? And how to manage it strategically in higher education institutions.

Brand implies more than just the producer’s promise to the consumer, it is a link based on the perceptions and experiences of the client every time he connects with it. Although the relationship between the consumer and the brand is an individual reality, universal guidelines and behaviour can be generalized in consumers, that is, brand equity can be generated. Applied to services, this is considered to be even more important, since the core business is based on intangibility.

This book analyzes the essence of brand capital, the main models presented in the literature and the key elements that make it up. Its application in the context of higher educational is analyzed, detailing the relevance and the role of all of the university agents involved. Following on from this, a proposal is made for a model of brand capital in the higher education sector. Finally, an empirical study is described that highlights the importance of building educational brand through the agents involved in both public and private universities.

Acknowledgments

Presentation

Prologue

Charpter 0. Introduction

Chapter 1. Brand Capital

Chapter 2. Bran Capital and Higher Education

Chapter 3. Methodology

Chapter 4. Results

Chapter 5. Conclusions

References

Annexes. Qualitative and Quantitative Studies

Javier Casanoves Boix es doctor en Marketing y licenciado en Administración y Dirección de Empresas por la Universidad de Valencia

Inés Küster Boluda es Catedrática de Dpto. Comercialización e Investigación de Mercados
Facultad de Economía, Universidad de Valencia

Natalia Vila Lopez es Catedrática de Comercialización e Investigación de Mercados en el Departamento de Comercialización e Investigación de Mercados, Facultad de Economía, Universidad de Valencia. 

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