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Determinants of Brand Equity in Ecuadorian Private Universities

Author

Listed:
  • 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)

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.

Suggested Citation

  • Bajaña-Villagomez Yanina Shegia & Camacho Villagómez Freddy Ronalde, 2024. "Determinants of Brand Equity in Ecuadorian Private Universities," International Review of Management and Marketing, Econjournals, vol. 14(5), pages 67-73, September.
    • Handle: RePEc:eco:journ3:2024-05-7
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    More about this item

    Keywords

    Brand Equity; Structural Equation Model; Brand Loyalty; Brand Image;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M51 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - Firm Employment Decisions; Promotions
    • I21 - Health, Education, and Welfare - - Education - - - Analysis of Education

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