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

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dc.contributor.affiliationCastro-Gómez, J., Corporación Universitaria Minuto de Dios- Uniminuto, Bello, Colombia
dc.contributor.affiliationSánchez-Torres, J.A., Universidad de Medellín, Medellín, Antioquia, Colombia
dc.contributor.affiliationOrtíz-Rendón, P.A., Universidad Nacional de Colombia, Facultad de Minas, Medellín, Colombia
dc.contributor.authorCastro-Gómez J
dc.contributor.authorSánchez-Torres J.A
dc.contributor.authorOrtíz-Rendón P.A.
dc.date.accessioned2024-07-31T21:06:59Z
dc.date.available2024-07-31T21:06:59Z
dc.date.issued2024
dc.descriptionThe 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. © 2024 The Authors
dc.identifier.doi10.1016/j.heliyon.2024.e30569
dc.identifier.instnameinstname:Universidad de Medellínspa
dc.identifier.issn24058440
dc.identifier.reponamereponame:Repositorio Institucional Universidad de Medellínspa
dc.identifier.repourlrepourl:https://repository.udem.edu.co/
dc.identifier.urihttps://hdl.handle.net/11407/8437
dc.language.isoeng
dc.publisherElsevier Ltdspa
dc.publisher.facultyFacultad de Ciencias Económicas y Administrativasspa
dc.publisher.programMercadeospa
dc.relation.citationissue9
dc.relation.citationvolume10
dc.relation.isversionofhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85192207130&doi=10.1016%2fj.heliyon.2024.e30569&partnerID=40&md5=f36b2b8e07146edc03c7ad212187a15a
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dc.rights.accessrightsinfo:eu-repo/semantics/restrictedAccess
dc.sourceHeliyon
dc.sourceHeliyon
dc.sourceScopus
dc.subjectStructural equationseng
dc.subjectStudent perspectiveeng
dc.subjectUniversitieseng
dc.subjectUniversity brand positioningeng
dc.subjectUniversity sustainabilityeng
dc.titleInfluence of sustainability in the positioning of the university brand: Study in universities in Medellín-Colombiaeng
dc.typearticle
dc.type.localArtículospa
dc.type.versioninfo:eu-repo/semantics/publishedVersion

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