About this paper

Appears in:
Pages: 1042-1046
Publication year: 2015
ISBN: 978-84-608-2657-6
ISSN: 2340-1095

Conference name: 8th International Conference of Education, Research and Innovation
Dates: 18-20 November, 2015
Location: Seville, Spain

BRAND CAPITAL IN HIGHER EDUCATION: THE INTERNAL CUSTOMER, PUBLIC VERSUS PRIVATE

J. Casanoves-Boix1, I. Küster-Boluda2, N. Vila-Lopez2

1ESIC Business & Marketing School (SPAIN)
2University of Valencia (SPAIN)
This research is done in order to examine the role of the brand capital in higher education. For this purpose, we analyze the main contributions of the literature related to the study of the brand capital [(1) Farquhar, 1989; (2) Aaker, 1992; (3) Keller, 1993; (4) Faircloth, Capella and Alford, 2001; (5) Delgado and Munuera, 2002; (6) Buil, Martinez and De Chernatony, 2010] and its application in the educational sector, identifying which variables determine the brand capital in the higher education sector, and making a comparison between public and private universities in the city of Valencia (Spain). Once we establish the susceptible brand capital in the higher education sector, an empirical research is done by using a questionnaire developed in Spanish with a Likert scale of grade 5 (Bozal, 2005), in which 1 point means "strongly disagree" and 5 mean "strongly agree", being based on the measurement scales proposed by Aaker (1992) and Keller (1993). Thus, we have a valid sample of 303 professors (122 of them from public institutions and 181 from private ones).

The results we obtained show the differences in perception of brand capital between public and private higher educational institutions, regarding the variables that determine it, which are:
(1) brand awareness,
(2) brand image,
(3) perceived quality and
(4) brand loyalty.
@InProceedings{CASANOVESBOIX2015BRA,
author = {Casanoves-Boix, J. and K{\"{u}}ster-Boluda, I. and Vila-Lopez, N.},
title = {BRAND CAPITAL IN HIGHER EDUCATION: THE INTERNAL CUSTOMER, PUBLIC VERSUS PRIVATE},
series = {8th International Conference of Education, Research and Innovation},
booktitle = {ICERI2015 Proceedings},
isbn = {978-84-608-2657-6},
issn = {2340-1095},
publisher = {IATED},
location = {Seville, Spain},
month = {18-20 November, 2015},
year = {2015},
pages = {1042-1046}}
TY - CONF
AU - J. Casanoves-Boix AU - I. Küster-Boluda AU - N. Vila-Lopez
TI - BRAND CAPITAL IN HIGHER EDUCATION: THE INTERNAL CUSTOMER, PUBLIC VERSUS PRIVATE
SN - 978-84-608-2657-6/2340-1095
PY - 2015
Y1 - 18-20 November, 2015
CI - Seville, Spain
JO - 8th International Conference of Education, Research and Innovation
JA - ICERI2015 Proceedings
SP - 1042
EP - 1046
ER -
J. Casanoves-Boix, I. Küster-Boluda, N. Vila-Lopez (2015) BRAND CAPITAL IN HIGHER EDUCATION: THE INTERNAL CUSTOMER, PUBLIC VERSUS PRIVATE, ICERI2015 Proceedings, pp. 1042-1046.
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