Intention to enroll and recommend a higher education institution for STEM degrees: a brand valuation approach.

Washington Macías; Katia Rodríguez; Flavio Arosemena-Burbano; Donald Zhangallimbay

doi:10.18046/j.estger.2023.169.5967

Intention to enroll and recommend a higher education institution for STEM degrees: a brand valuation approach.

Authors

Washington Macías Associate Professor, Facultad de Ciencias Sociales y Humanísticas, Escuela Superior Politécnica del Litoral (ESPOL), Guayaquil, Ecuador. https://orcid.org/0000-0003-2742-5132
Katia Rodríguez Professor and General Coordinator of the Graduate Department, Facultad de Ciencias Sociales y Humanísticas, Escuela Superior Politécnica del Litoral (ESPOL), Guayaquil, Ecuador.
Flavio Arosemena-Burbano Director, Law School, Universidad Internacional del Ecuador (UIDE), Guayaquil, Ecuador.
Donald Zhangallimbay Investmen Evaluation Director, Secretaria Nacional de Planificación, Quito, Ecuador.

DOI:

https://doi.org/10.18046/j.estger.2023.169.5967

Keywords:

enrollment, recommendation, brand awareness, brand associations, choice determinants

Abstract

Taking as a framework the brand valuation model proposed by the National Service of Intellectual Rights of Ecuador, the purpose of this study was to evaluate whether the variables that reside in the consumer’s mind, such as brand awareness, associations, and evaluation of choice determinants, are significant in explaining the intention to enroll and recommend a higher education institution. After applying a generalized least squares regression analysis to a sample of 227 potential students of science, technology, engineering, and mathematics (STEM) degrees, it was found that the evaluation of the choice determinants is the only factor that explains the intentions. The high level of consumer involvement with the higher education service could justify this finding.

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Published

2023-12-22

Issue

Vol. 39 No 169 Oct - Dic 2023

Section

Research articles

License

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How to Cite

Intention to enroll and recommend a higher education institution for STEM degrees: a brand valuation approach. (2023). Estudios Gerenciales, 39(169), 453-463. https://doi.org/10.18046/j.estger.2023.169.5967