Determinants of Brand Equity in Ecuadorian Private Universities

Bajaña-Villagomez Yanina Shegia and Camacho Villagómez Freddy Ronalde
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Bajaña-Villagomez Yanina Shegia: Facultad de Economía y Empresas, Universidad Católica de Santiago de Guayaquil, Ecuador
Camacho Villagómez Freddy Ronalde: Facultad de Economía y Empresas, Universidad Católica de Santiago de Guayaquil, Ecuador

International Review of Management and Marketing, 2024, vol. 14, issue 5, 67-73

Abstract: 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.

Keywords: Brand Equity; Structural Equation Model; Brand Loyalty; Brand Image (search for similar items in EconPapers)
JEL-codes: I21 M30 M51 (search for similar items in EconPapers)
Date: 2024
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