Abstract:

COVID-19 sketches out a different context to the one previously understood. This research aims to understand the impact of the brand concept consistency and brand reputation on brand attitude within the new context that Universities are facing. After a review of the literature relating to the mentioned concepts, the methodology used here is the exploratory quantitative approach through the administration of an online survey of 633 Mexican students from eight states of México. The survey was carried out during the months showing the most critical numbers issued by the Mexican health services: June and July, just at the time when the return to face-to-face class had already been postponed twice and when the Secretary of Education at the federal level announced the isolation during the following school cycle. Measurement was performed by means of a structural analysis using the EQS software. The variables observed made it possible to measure the relationship between brand concept consistency, brand reputation, and the student brand attitude to understand the possibility of choosing study programs taking into account the brand for their choice. The results showed a positive and direct relationship between the variables observed. Additionally, by analyzing the brand attitudes, the research identified diverse levels and scopes of brand reputation at university level arising from the brand concept, appropriate management, and the way universities promote their brand. The results were analyzed using an integral brand management, universities attempt to adapt to this new reality and create advantages on competitors though their brand in order to reposition themselves and continue through the wished-for post COVID-19 period.

Keywords:

brand concept consistency, brand reputation, brand attitude, Mexican colleges students, top universities, COVID-19.