Approach to the sense of belonging: construct for the marketing of entrepreneurships in higher education

Jose Luis Matarranz (), Jesús García-Madariaga () and Marisol Carvajal ()
Additional contact information
Jose Luis Matarranz: Complutense University of Madrid
Jesús García-Madariaga: Complutense University of Madrid
Marisol Carvajal: Rey Juan Carlos University

International Entrepreneurship and Management Journal, 2024, vol. 20, issue 3, No 22, 2187-2207

Abstract: Summary This article investigates the potential of belonging as a marketing argument, focusing on customer behaviors driven by this sense of connection with brands. This variable is explored using six robust indicators to define the sense of belonging and its relationship with customer behavior. The research was carried out in the context of Higher Education, highlighting the transformation of this area to offer continuous training and innovative skills. The article highlights the importance of incorporating belonging into marketing strategies, especially for educational institutions seeking to optimize student engagement, especially in those institutions that are the result of ventures and that have given rise to new institutions. This study reveals the sense of belonging of graduates to their institutions and highlights its importance in various sectors. Companies must strive to cultivate a sense of belonging among their customers, using marketing strategies and policies to build lasting relationships and consolidate their ventures. This latent variable has the potential to influence customer behavior and therefore deserves further study.

Keywords: Higher education; Sense of belonging; Entrepreneurship; Loyalty (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s11365-024-00974-6 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:intemj:v:20:y:2024:i:3:d:10.1007_s11365-024-00974-6

Ordering information: This journal article can be ordered from
http://www.springer. ... urship/journal/11365

DOI: 10.1007/s11365-024-00974-6

Access Statistics for this article

International Entrepreneurship and Management Journal is currently edited by Salvador Roig

More articles in International Entrepreneurship and Management Journal from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().