Student loyalty as a key variable to build university brand capital

Abstract

This research was carried out to examine the role of brand capital in higher education through the university students. For this purpose, the main contributions of the literature related to the study of brand capital and its application in the educational sector were analyzed, identifying which variables determine brand capital in the higher education sector. Once the susceptible brand capital in the higher education sector was established, an empirical study was realised using a valid sample of 1,133 responses from university students. The results show the repercussion of each variable of the brand capital on the mentioned pupils, being: brand awareness, brand image, perceived quality and brand loyalty.