Abstract:

This research is made up to develop and validate a measurement scale of 52 items about brand capital applied to higher education. For this purpose, we analyze the main contributions of the literature related to the study of brand capital and its application in the education sector, identifying which variables determine the brand capital in higher education and analyzing the principal scales of brand capital applied to higher education. Once we have obtained the brand capital model susceptible applicated to the higher education sector, the research is carried out by counting an empirical study composed by 12 personal interviews to professors experts in marketing, a pretest with 10 university students and a questionnaire developed in Spanish language, following the scales proposed by Aaker (1992) and Keller (1993). Thus, it has a valid sample of 303 professors from the faculty of Economics of two universities in the city of Valencia (Spain). In order to validate the proposed construct, we have used a partial least squares modeling applied to four variables of educational brand capital, identified as brand awareness, brand image, perceived quality and brand loyalty. The results show the consistency in terms of reliability and validity of the measurement scale proposed. So that, the universities interested in generating brand management can develop marketing strategies focused on creating brand value in order to maximize the perception of its stakeholders.

Keywords:

Brand Capital, Brand Equity, Higher Education, Measuring Scale, Partial Least Squares.