Evaluation of the positioning of the university brand: measurement of the dimensions in accredited universities

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dc.contributor.affiliationCastro-Gómez, J., Corporación Universitaria Minuto de Dios, Bello, Colombia
dc.contributor.affiliationSánchez-Torres, J.A., Universidad de Medellín, Antioquia, Medellín, 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.accessioned2024-07-31T21:06:57Z
dc.date.available2024-07-31T21:06:57Z
dc.date.issued2024
dc.descriptionHigher education institutions have generated competitive advantages by responding to the employment needs of the industry and designing an attractive offer to the academic community. This study aims to create a measurement tool for student perception of university brand positioning. For this purpose, a sequential mixed methodological design is carried out, which starts from a review of the literature to establish the measurement instrument and then is validated by exploratory factor analysis. The findings verified three constructs namely perceived quality, brand image and brand identity, related to the measurement of positioning in nine accredited universities in Colombia. Thus, it was found that the constructs fit the parameters for measuring university brand positioning from the student perspective. Limitations were found to be that it only covers the student perspective and does not involve other members of the university stakeholders and only in the city of Medellin. © 2024 Inderscience Enterprises Ltd.
dc.identifier.doi10.1504/IJMIE.2024.138249
dc.identifier.instnameinstname:Universidad de Medellínspa
dc.identifier.issn1750385X
dc.identifier.reponamereponame:Repositorio Institucional Universidad de Medellínspa
dc.identifier.repourlrepourl:https://repository.udem.edu.co/
dc.identifier.urihttp://hdl.handle.net/11407/8422
dc.language.isoeng
dc.publisherInderscience Publishersspa
dc.publisher.facultyFacultad de Ciencias Económicas y Administrativasspa
dc.publisher.programMercadeospa
dc.relation.citationendpage259
dc.relation.citationissue3
dc.relation.citationstartpage240
dc.relation.citationvolume18
dc.relation.isversionofhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85192739178&doi=10.1504%2fIJMIE.2024.138249&partnerID=40&md5=e2aa87882c99afc85294416f9e8e1dcb
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dc.rights.accessrightsinfo:eu-repo/semantics/restrictedAccess
dc.sourceInternational Journal of Management in Education
dc.sourceInt. J. Manage. Educ.
dc.sourceScopus
dc.subjectBrand positioningeng
dc.subjectHigh-quality accreditationeng
dc.subjectPositioning evaluationeng
dc.subjectStudent perceptioneng
dc.subjectUniversity brandingeng
dc.titleEvaluation of the positioning of the university brand: measurement of the dimensions in accredited universitieseng
dc.typearticle
dc.type.localArtículospa
dc.type.versioninfo:eu-repo/semantics/publishedVersion

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