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Building a University City Brand: Colombian University Students’ Perceptions

Author

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  • Edison Jair Duque Oliva

    (School of Administration and Accounting, Universidad Nacional de Colombia, Bogotá 111321, Colombia
    School of Marketing, Universidad Espíritu Santo, Samborondon 104135, Ecuador
    These authors contributed equally to this work.)

  • Javier A. Sánchez-Torres

    (Department of Marketing, University of Medellín, Medellín 050026, Colombia
    These authors contributed equally to this work.)

Abstract

Modern city brand trends aim to position cities according to the interests of their stakeholders; in the case of university students, it is necessary to identify the factors that determine their choice of a university city. Consequently, this study applied an exploratory model that allowed researchers to validate the factors and characteristics that influence this process in the major Colombian university cities. The partial least square statistical analysis methodology was used to collect 585 surveys from students from different cities in Colombia. The study found that the factors determining cities’ cognitive or affective image directly or indirectly influenced the university city brand. This paper’s contributions lie in exploring university city branding from students’ perceptions.

Suggested Citation

  • Edison Jair Duque Oliva & Javier A. Sánchez-Torres, 2023. "Building a University City Brand: Colombian University Students’ Perceptions," Sustainability, MDPI, vol. 15(8), pages 1-24, April.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:8:p:6463-:d:1120541
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    References listed on IDEAS

    as
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    4. Richard Van Noorden, 2010. "Cities: Building the best cities for science," Nature, Nature, vol. 467(7318), pages 906-908, October.
    5. Lili Gai & Chunhao Xu & Lou E. Pelton, 2016. "A netnographic analysis of prospective international students’ decision-making process: implications for institutional branding of American universities in the emerging markets," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 26(2), pages 181-198, July.
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