Influence of sustainability in the positioning of the university brand: Study in universities in Medellín-Colombia

• Published in: Heliyon 2024-05, Vol.10 (9), p.e30569-e30569, Article e30569
• Main Authors: Castro-Gómez, Johnatan, Sánchez-Torres, Javier A., Ortíz-Rendón, Paola Andrea
• Format: Article
• Language: English
• Subjects: college students; stakeholders; Structural equations; Student perspective; Universities; University brand positioning; University sustainability
• ISSN: 2405-8440; 2405-8440
• DOI: 10.1016/j.heliyon.2024.e30569

The implementation of university sustainability affects brand perceptions by conferring attributes related to commitment and reputation, especially by students. The proper management of sustainability is related to an improvement in the university brand perceived by its stakeholders, including students. For this reason, this research aims to analyse whether university sustainability positively affects brand positioning among university students. For this purpose, a theoretical and quantitative mixed-method investigation is proposed that allows the establishment of a structural model in which the relationships between the dimensions of university sustainability with the dimensions of brand positioning are evident. The empirical analysis found that some dimensions of university sustainability, such as the institutional framework, campus operations and some dimensions of the substantive functions, positively affect brand positioning in university students and generate commitment to the university from both the prestige and reputation of the brand.