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.