Determinants of Brand Equity in Ecuadorian Private Universities
DOI:
https://doi.org/10.32479/irmm.16701Keywords:
Brand Equity, Structural Equation Model, Brand Loyalty, Brand ImageAbstract
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.Downloads
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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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