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Approach to the sense of belonging: construct for the marketing of entrepreneurships in higher education

Author

Listed:
  • Jose Luis Matarranz

    (Complutense University of Madrid)

  • Jesús García-Madariaga

    (Complutense University of Madrid)

  • Marisol Carvajal

    (Rey Juan Carlos University)

Abstract

Summary This article investigates the potential of belonging as a marketing argument, focusing on customer behaviors driven by this sense of connection with brands. This variable is explored using six robust indicators to define the sense of belonging and its relationship with customer behavior. The research was carried out in the context of Higher Education, highlighting the transformation of this area to offer continuous training and innovative skills. The article highlights the importance of incorporating belonging into marketing strategies, especially for educational institutions seeking to optimize student engagement, especially in those institutions that are the result of ventures and that have given rise to new institutions. This study reveals the sense of belonging of graduates to their institutions and highlights its importance in various sectors. Companies must strive to cultivate a sense of belonging among their customers, using marketing strategies and policies to build lasting relationships and consolidate their ventures. This latent variable has the potential to influence customer behavior and therefore deserves further study.

Suggested Citation

  • Jose Luis Matarranz & Jesús García-Madariaga & Marisol Carvajal, 2024. "Approach to the sense of belonging: construct for the marketing of entrepreneurships in higher education," International Entrepreneurship and Management Journal, Springer, vol. 20(3), pages 2187-2207, September.
    • Handle: RePEc:spr:intemj:v:20:y:2024:i:3:d:10.1007_s11365-024-00974-6
    DOI: 10.1007/s11365-024-00974-6
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    1. Efthymios Constantinides & Marc C. Zinck Stagno, 2011. "Potential of the social media as instruments of higher education marketing: a segmentation study," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 21(1), pages 7-24, March.
    2. Felicitas M. Brech & Uwe Messer & Brian A. Vander Schee & Philipp A. Rauschnabel & Bjoern S. Ivens, 2017. "Engaging fans and the community in social media: interaction with institutions of higher education on Facebook," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 27(1), pages 112-130, January.
    3. Rutter, Richard & Roper, Stuart & Lettice, Fiona, 2016. "Social media interaction, the university brand and recruitment performance," Journal of Business Research, Elsevier, vol. 69(8), pages 3096-3104.
    4. Ilda Maria Pedro & Júlio da Costa Mendes & Luís Nobre Pereira, 2021. "Understanding Alumni-Alma mater commitment relationships upstream and downstream," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 31(2), pages 175-196, July.
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