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    Influence of country image on country brand equity: application to higher education services.

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    InluenceOfCountry1.pdf (182.2Kb)
    Identificadores
    URI: http://hdl.handle.net/10902/11214
    DOI: 10.1108/IMR-02-2015-0028
    ISSN: 0265-1335
    ISSN: 1758-6763
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    Autoría
    Herrero Crespo, AngelAutoridad Unican; San Martín Gutiérrez, HéctorAutoridad Unican; García de los Salmones, María del MarAutoridad Unican
    Fecha
    2016
    Derechos
    © Emerald Group Publishing Ltd.
    Publicado en
    International marketing review, Vol. 33 Iss 5 pp. 691 - 714
    Editorial
    Emerald Group Publishing Ltd.
    Enlace a la publicación
    http://dx.doi.org/10.1108/IMR-02-2015-0028
    Palabras clave
    Country image
    Country brand equity
    Awareness
    Image
    Perceived quality
    Loyalty
    Resumen/Abstract
    Purpose: The purpose of this paper is to analyze how country image affects the dimensions of country brand equity (CBE) (i.e. awareness, image, perceived quality and loyalty) in the higher education sector, as well as the interrelationships between these dimensions. Design/methodology/approach: Quantitative research with 208 international students who were starting the academic year at a Spanish university was performed to test the hypotheses. In accordance with the characteristics of the target population, the subjects interviewed were mainly from Europe and the Americas. Findings: The results indicate that the country image affects the perceived quality and awareness of the universities in the country. Additionally, a hierarchy of effects between the dimensions of CBE was found. In particular, loyalty toward the universities of a country is positively influenced by their perceived quality, which is affected by image and awareness of these universities. For its part, the image of universities is positively influenced by the awareness attributed to them by international students. Practical implications: These results have implications for marketing activities aimed at the internationalization of higher education institutions and, therefore, their appeal to international students. Originality/value: The paper’s findings represent an important step in the advancement of knowledge about CBE by taking as a basis a complex model that involves the different dimensions of this construct together with a relevant variable in international marketing, that is, country image.
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    UNIVERSIDAD DE CANTABRIA

    Repositorio realizado por la Biblioteca Universitaria utilizando DSpace software
    Contacto | Sugerencias
    Metadatos sujetos a:licencia de Creative Commons Reconocimiento 4.0 España