Structural Equation Modeling in Research on Brand Capital in Higher Education

Abstract

[EN] This research is done in order to examine the role of the brand capital in higher education. For this purpose, we analyze the main contributions of the literature related to the study of the brand capital and its application in the educational sector, identifying which variables determine the brand capital in the higher education sector. Once we establish the susceptible brand capital in the higher education sector, an empirical research is done by using a questionnaire developed in Spanish language with a Likert scale of grade 5 in which 1 point means "strongly disagree" and 5 mean "strongly agree", being based on the measurement scales proposed by Aaker (1992) and Keller (1993). Thus, we have a valid sample of 690 university professors (438 of them from public institutions and 356 from private ones). The results have been obtained by using a structural equation method, showing the relevance of each variable and determining those most discriminant for university professors.