The perception of educational brand capital in the Spanish context: a proposal for measurement with internal stakeholders

Abstract

This research was carried out to develop and validate a measurement scale to determine internal stakeholders’ perceptions of university brand capital by internal stakeholders. To this end, the main contributions in the literature related to the study of brand capital and its application in the educational sector were analysed, identifying which variables determine brand capital in this sector. Once a suitable model was established, an empirical study was realised using a sample of 303 valid responses from lecturers at two Spanish universities (one public and one private). In order to validate the proposed construct, the partial least squares method (PLS) has been applied. The results obtained show the significance of all the variables, while laying the foundation for university managers to develop marketing strategies adapted to maximize the building of educational brand capital.

Author Biographies

Javier Casanoves-Boix, Valencian International University. Spain.

Associate Professor of Marketing. 

Pablo Pinazo-Dallenbach, Valencian International University. Spain.

Associate Professor of Marketing. 

José Ricardo Flores-Pérez, José Simeón Cañas Central American University. El Salvador.

Dean of the College of Economic and Business Sciences. 

Published
2020-06-04
How to Cite
Casanoves-Boix, J., Pinazo-Dallenbach, P., & Flores-Pérez, J. (2020). The perception of educational brand capital in the Spanish context: a proposal for measurement with internal stakeholders. Harvard Deusto Business Research, 9(1), 40-52. doi:10.3926/hdbr.265
Section
Articles

Keywords

Marketing, universities, internal stakeholders, measurement scale, Spain.