文章基本信息

标题：Lovemark effect: analysis of the differences between students and graduates in a love brand study at a public university
本地全文：下载
作者：Iván Alonso Montoya-Restrepo ; Javier A. Sánchez Torres ; Sandra Patricia Rojas Berrio 等
期刊名称：Innovar
印刷版ISSN：0121-5051
出版年度：2020
卷号：30
期号：75
页码：43-56
DOI：10.15446/innovar.v30n75.83256
语种：English
出版社：Revista INNOVAR, Escuela de Administración de Empresas y Contaduría Pública. Universidad Nacional de Colombia.
摘要：The purpose of this paper is to consolidate the measurement of a lovemark and unify a set of elements that form a lovemark in university institutions by considering the differences between students and graduates. Based on a review of factors that build a lovemark, brand loyalty relationships were explored. In addition, an empirical study was carried out and applied to a sample of 257 participants at the National University of Colombia (UNAL), one of the most important universities in this country. The results validated the positive effects of brand love, brand experience, and brand involvement on brand loyalty, the determining factor of a university lovemark. This article is one of the first works integrating all the constructs proposed by prior research studies, which, until now, have approached lovemark and brand loyalty separately.