IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v15y2023i8p6463-d1120541.html
   My bibliography  Save this article

Building a University City Brand: Colombian University Students’ Perceptions

Author

Listed:
  • Edison Jair Duque Oliva

    (School of Administration and Accounting, Universidad Nacional de Colombia, Bogotá 111321, Colombia
    School of Marketing, Universidad Espíritu Santo, Samborondon 104135, Ecuador
    These authors contributed equally to this work.)

  • Javier A. Sánchez-Torres

    (Department of Marketing, University of Medellín, Medellín 050026, Colombia
    These authors contributed equally to this work.)

Abstract

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.

Suggested Citation

  • Edison Jair Duque Oliva & Javier A. Sánchez-Torres, 2023. "Building a University City Brand: Colombian University Students’ Perceptions," Sustainability, MDPI, vol. 15(8), pages 1-24, April.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:8:p:6463-:d:1120541
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/15/8/6463/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/15/8/6463/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Richard Van Noorden, 2010. "Cities: Building the best cities for science," Nature, Nature, vol. 467(7318), pages 906-908, October.
    2. Gert‐Jan Hospers, 2020. "A Short Reflection on City Branding and its Controversies," Tijdschrift voor Economische en Sociale Geografie, Royal Dutch Geographical Society KNAG, vol. 111(1), pages 18-23, February.
    3. Lili Gai & Chunhao Xu & Lou E. Pelton, 2016. "A netnographic analysis of prospective international students’ decision-making process: implications for institutional branding of American universities in the emerging markets," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 26(2), pages 181-198, July.
    4. Alina Irina POPESCU, 2012. "Branding cities as educational centres. The role of higher education institutions," Management & Marketing, Economic Publishing House, vol. 7(3), Autumn.
    5. Zenker, Sebastian & Braun, Erik & Petersen, Sibylle, 2017. "Branding the destination versus the place: The effects of brand complexity and identification for residents and visitors," Tourism Management, Elsevier, vol. 58(C), pages 15-27.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Siwarit Pongsakornrungsilp & Pimlapas Pongsakornrungsilp & Theeranuch Pusaksrikit & Pimmada Wichasin & Vikas Kumar, 2021. "Co-Creating a Sustainable Regional Brand from Multiple Sub-Brands: The Andaman Tourism Cluster of Thailand," Sustainability, MDPI, vol. 13(16), pages 1-23, August.
    2. Bornmann, Lutz & Leydesdorff, Loet, 2012. "Which are the best performing regions in information science in terms of highly cited papers? Some improvements of our previous mapping approaches," Journal of Informetrics, Elsevier, vol. 6(2), pages 336-345.
    3. Anwar Sadat Shimul, 2022. "Brand attachment: a review and future research," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 400-419, July.
    4. Magdalena Grebosz-Krawczyk, 2021. "Place branding (r)evolution: the management of the smart city’s brand," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 17(1), pages 93-104, March.
    5. Tedds, Lindsay M. & Cameron, Anna & Khanal, Mukesh & Crisan, Daria, 2021. "Why Existing Regulatory Frameworks Fail in the Short-term Rental Market: Exploring the Role of Regulatory Fractures," MPRA Paper 106712, University Library of Munich, Germany.
    6. Juanim Juanim & Ina Ratnamiasih, 2017. "The Influence of Leadership and Organizational Support on Community Commitment and City Image of Bandung," International Review of Management and Marketing, Econjournals, vol. 7(5), pages 9-16.
    7. Chunying Wen & Yingying Wu & Caroline Rosemary Whitfield, 2019. "Measuring the economic effectiveness of place advertising in China," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 15(4), pages 257-273, December.
    8. Scarborough, William J. & Crabbe, Rowena, 2021. "Place brands across U.S. cities and growth in local high-technology sectors," Journal of Business Research, Elsevier, vol. 130(C), pages 70-85.
    9. Marc Compte-Pujol & Jordi San Eugenio-Vela & Joan Frigola-Reig, 2018. "Key elements in defining Barcelona’s place values: the contribution of residents’ perceptions from an internal place branding perspective," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 14(4), pages 245-259, November.
    10. P. Nishy & Yatish Panwar & Suresh Prasad & G. K. Mandal & Gangan Prathap, 2012. "An impact-citations-exergy (iCX) trajectory analysis of leading research institutions in India," Scientometrics, Springer;Akadémiai Kiadó, vol. 91(1), pages 245-251, April.
    11. Magnoni, Fanny & Valette-Florence, Pierre & De Barnier, Virginie, 2021. "Modeling the effects of place heritage and place experience on residents’ behavioral intentions toward a city: A mediation analysis," Journal of Business Research, Elsevier, vol. 134(C), pages 428-442.
    12. Foroudi, Pantea & Cuomo, Maria Teresa & Foroudi, Mohammad M. & Katsikeas, Constantine S. & Gupta, Suraksha, 2020. "Linking identity and heritage with image and a reputation for competition," Journal of Business Research, Elsevier, vol. 113(C), pages 317-325.
    13. Mike Peters & Chung-Shing Chan & Anita Legerer, 2018. "Local Perception of Impact-Attitudes-Actions towards Tourism Development in the Urlaubsregion Murtal in Austria," Sustainability, MDPI, vol. 10(7), pages 1-28, July.
    14. Bernd F. Reitsamer & Alexandra Brunner-Sperdin, 2021. "It’s all about the brand: place brand credibility, place attachment, and consumer loyalty," Journal of Brand Management, Palgrave Macmillan, vol. 28(3), pages 291-301, May.
    15. Di Wu & Neil M. Coe, 2023. "Bottom-up cluster branding through boundary spanners: The case of the Jingdezhen ceramics cluster in China," Urban Studies, Urban Studies Journal Limited, vol. 60(14), pages 2874-2900, November.
    16. Bornmann, Lutz & Waltman, Ludo, 2011. "The detection of “hot regions” in the geography of science—A visualization approach by using density maps," Journal of Informetrics, Elsevier, vol. 5(4), pages 547-553.
    17. Byrom, John & Light, Duncan & Medway, Dominic & Parker, Cathy & Zenker, Sebastian, 2024. "Post-holiday memory work: Everyday encounters with fridge magnets," Annals of Tourism Research, Elsevier, vol. 105(C).
    18. Beatriz Casais & Patrícia Monteiro, 2019. "Residents’ involvement in city brand co-creation and their perceptions of city brand identity: a case study in Porto," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 15(4), pages 229-237, December.
    19. Ralf Buckley & Mary-Ann Cooper, 2021. "Assortative Matching of Tourists and Destinations: Agents or Algorithms?," Sustainability, MDPI, vol. 13(4), pages 1-10, February.
    20. Aleksey A. Nikitin* & Tatyana I. Nikitina & Bulat I. Yakupov, 2018. "Geo-branding: Way from Image of the Territory to a Full-Measured Construct," The Journal of Social Sciences Research, Academic Research Publishing Group, pages 133-136:5.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:15:y:2023:i:8:p:6463-:d:1120541. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.