The Positioning of the UTN brand from the perception of internal and external audiences
Main Article Content
Abstract
The brand has become one of the most important intangible elements of an organization, this is how its correct construction and management directly affects the perception of different audiences. For this research, the higher education sector has been taken as the object of study, specifically the Universidad Técnica del Norte, given that it is a benchmark at zone 1 level of Ecuador. This is a mixed study of descriptive relational scope where, first of all, a quantitative analysis was carried out on a universe of 140,428 internal and permanent students with a probabilistic sample of 778 students, and it was based on 5 hypotheses that responded to the value criteria of brand: perceived quality, brand association and brand recall. Subsequently, it was deepened with the criteria of experts in the field of the brand to determine the influence of the signs of institutional identification with its public, added to an observation work on the university campus. It is concluded that internal audiences, having more contact with the institution, perceive it as better than external audiences, since there is a level of empowerment and affinity with the institution, even so, external audiences have a very good perception of the institution. institution as a benchmark of quality in the region.
Downloads
Article Details
![Creative Commons License](http://i.creativecommons.org/l/by-nc-nd/4.0/88x31.png)
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
The authors transfer the publication rights to the journal in all its formats and digital media.
Regarding Copyright CC BY-NC-SA 4.0, this journal is under a license of https://creativecommons.org/licenses/by-nc-sa/4.0/.
You are free to:
Share: copy and redistribute the material in any medium or format
Adapt: remix, transform, and build upon the material
The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
1. Attribution: You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
2.Non-Commercial:You may not use the material for commercial purposes.
3. ShareAlike: If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original.
4.No additional restrictions: You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or when your use is permitted by an applicable exception or limitation.
No warranties are given. The license may not grant you all the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
LEGAL CODE CC BY-NC-SA 4.0
References
Aaker, D. (2007). Construir marcas poderosas.Barcelona: Ediciones gestión 2000, S.A. https://bit.ly/3OXBu0p
Aaker, D. (2012). Relevancia de la marca. Madrid: Pearson Educación S.A. https://bit.ly/3umeHlu
Ávalos, C. (2010). La marca: identidad y estrate-gia. . Buenos Aires: La Crujía. <https://bit.ly/3FlMZeW
Cañadas, I., & Sánchez, A. (1998). Categorías de respuesta en escalas tipo likert. Psicothe-ma,, 10, 623-631. <https://bit.ly/3VN-7Mha
Cañadas, G., Batanero, C., Díaz, C., & Gea, M. (2012). Comprensión del test Chi-Cuadrado por estudiante de psi-cología. Investigación en Educación Matemática XVI, 153 - 160. <https://bit.ly/3VHzEUl
Capriotti, P. (2009). Branding corporativo. Funda-mentos para la gestión estratégica de la Identidad Corporativa. Santiago, Chile: Libros de la Empresa. <https://bit.ly/3gY2bpp
Casanoves-Boix, J., Küster-Boluda, I., & Vila-López, N. (2017). La lealtad del estudiante como clave para construir marca universitaria. Esic Market Economics and Business Journal, 553-578. < https://doi.org/10.7200/esicm.158.0483.3e>