Management of the university brand image and its effects on purchase intention.

Abstract

This research work proposes to measure the influence of the university corporate image (symbolic attributes, functional image, emotional image, communication) on the brand image; the latter, in reputation and purchase intention. His approach is quantitative, transversal, non-experimental on a sample of 364 university students, applying the analysis methodology of Structural Equation Models using partial least squares. The findings reveal the positive influence of functional image, emotional image and communication on brand image, the positive and significant relationship of the latter on reputation, and of reputation on purchase intention; no significant evidence was found on the influence of symbolic attributes with the brand image.