El sitio web www.vuestroslibros.com utiliza cookies propias y de terceros para recopilar información que ayuda a optimizar su visita a sus páginas web.
No se utilizarán las cookies para recoger información de carácter personal. Usted puede permitir su uso o rechazarlo; también puede cambiar su configuración siempre que lo desee.
Encontrará mas información en nuestra política de Cookies.

ACEPTAR Leer más

Brand Management in Higher Education. An Empiral Estudy through the Agents Involved | 9788413083308 | Portada


Casanoves-Boix, Javier. Küster-Boluda, Inés. Vila-López, Natalia.

Precio: 47.37€

Oferta: 45.00€ (-5%)

Añadir a la cesta

Datos técnicos

  • ISBN 9788413083308
  • Año Edición 2019
  • Páginas 293
  • Encuadernación Rústica
  • Idioma Inglés


What is brand capital? And how to manage it strategically in higher education institutions.

Brand implies more than just the producer’s promise to the consumer, it is a link based on the perceptions and experiences of the client every time he connects with it. Although the relationship between the consumer and the brand is an individual reality, universal guidelines and behaviour can be generalized in consumers, that is, brand equity can be generated. Applied to services, this is considered to be even more important, since the core business is based on intangibility.

This book analyzes the essence of brand capital, the main models presented in the literature and the key elements that make it up. Its application in the context of higher educational is analyzed, detailing the relevance and the role of all of the university agents involved. Following on from this, a proposal is made for a model of brand capital in the higher education sector. Finally, an empirical study is described that highlights the importance of building educational brand through the agents involved in both public and private universities.



Charpter 0. Introduction

Chapter 1. Brand Capital

Chapter 2. Bran Capital and Higher Education

Chapter 3. Methodology

Chapter 4. Results

Chapter 5. Conclusions


Annexes. Qualitative and Quantitative Studies


2020 © Vuestros Libros Siglo XXI | Desarrollo Web Factor Ideas

Producto añadido al carrito.

Si desea ver la cesta de la compra haga click aquí.