Building a University City Brand: Colombian University Students’ Perceptions

Modern city brand trends aim to position cities according to the interests of their stakeholders; in the case of university students, it is necessary to identify the factors that determine their choice of a university city. Consequently, this study applied an exploratory model that allowed researche...

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Bibliographic Details
Published inSustainability Vol. 15; no. 8; p. 6463
Main Authors Duque Oliva, Edison Jair, Sánchez-Torres, Javier A
Format Journal Article
LanguageEnglish
Published Basel MDPI AG 01.04.2023
Subjects
Beliefs, opinions and attitudes
Brand identity
Brand image
Brand loyalty
Cities
Cities and towns
College students
Colleges & universities
Colombia
Culture
Decision making
Higher education
Infrastructure
Innovations
Interest groups
Knowledge
Management
Marketing
Perceptions
Statistical analysis
Students
Surveys
Sustainability
Tourism
Universities and colleges
Urban planning
Colombia
United States > US
San Francisco California
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Summary:Modern city brand trends aim to position cities according to the interests of their stakeholders; in the case of university students, it is necessary to identify the factors that determine their choice of a university city. Consequently, this study applied an exploratory model that allowed researchers to validate the factors and characteristics that influence this process in the major Colombian university cities. The partial least square statistical analysis methodology was used to collect 585 surveys from students from different cities in Colombia. The study found that the factors determining cities’ cognitive or affective image directly or indirectly influenced the university city brand. This paper’s contributions lie in exploring university city branding from students’ perceptions.
ISSN:2071-1050
2071-1050
DOI:10.3390/su15086463