Determinants of Brand Equity in Ecuadorian Private Universities

Authors

  • Bajaña-Villagomez Yanina Shegia Facultad de Economía y Empresas, Universidad Católica de Santiago de Guayaquil, Ecuador
  • Camacho Villagómez Freddy Ronalde Facultad de Economía y Empresas, Universidad Católica de Santiago de Guayaquil, Ecuador

DOI:

https://doi.org/10.32479/irmm.16701

Keywords:

Brand Equity, Structural Equation Model, Brand Loyalty, Brand Image

Abstract

This paper provides empirical evidence about the determinants of brand equity in higher education, using a sample of 211 students from Ecuadorian universities. Using findings of the literature we conduct a survey to construct some variables related to brand equity, named: brand awareness, brand image, perceived brand quality and brand loyalty. We test for the influence of these variables on brand equity trough a structural equation model. The results show that the measured variables are significant. Moreover, the model explains around 70% of the brand equity.

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Published

2024-09-04

How to Cite

Shegia, B.-V. Y., & Ronalde, C. V. F. (2024). Determinants of Brand Equity in Ecuadorian Private Universities. International Review of Management and Marketing, 14(5), 67–73. https://doi.org/10.32479/irmm.16701

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