通过爱尔兰公立大学的学生创造爱情标志

Javier Casanoves-Boix, Ana Cruz-García, M. Murphy
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引用次数: 0

摘要

本研究旨在检验爱尔兰公立大学教育品牌资本的作用。为此,分析了与品牌资本研究及其在爱尔兰教育部门应用相关的文献中的主要贡献,确定了哪些变量决定了该部门的品牌资本。一旦建立了合适的模型,就可以使用科克(爱尔兰)两所主要公立大学学生的423个有效回复样本进行实证研究。所得结果将显示品牌资本的各个变量相对于决定变量(品牌知名度、品牌形象、感知质量和品牌忠诚度)的影响,同时为大学管理者制定适合于最大限度地构建教育品牌资本的营销策略奠定基础。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
CREATING LOVEMARKS THROUGH STUDENTS OF PUBLIC UNIVERSITIES IN IRELAND
This research was carried out to examine the role of educational brand capital applied to public universities in Ireland. To this end, the main contributions in the literature related to the study of brand capital and its application in the Irish educational sector were analyzed, identifying which variables determine brand capital in this sector. Once a suitable model was established, an empirical study was realized using a sample of 423 valid responses from students at the two main public universities in Cork (Ireland). The results obtained will show the repercussion of each variable of the brand capital relative to the determining variables (brand awareness, brand image, perceived quality, and brand loyalty), while laying the foundation for university managers to develop marketing strategies adapted to maximize the building of educational brand capital.
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