Effects of student diversity on university branding. Comparative analysis between two universities in Colombia and Mexico
DOI:
https://doi.org/10.18041/1900-0642/criteriolibre.2022v20n36.9805Keywords:
brand performance, student diversity, university marketingAbstract
The objective of this research is to analyze the relationship between student diversity and the perception of university brand performance in two Higher Education Institutions (HEI). It is a comparative study conducted between two public universities located in Villavicencio - Colombia and Coatzacoalcos - Mexico. The research model suggests that diversity has a direct and positive relationship with university brand performance and that this relationship is mediated by the students' level of education. To achieve the objective, a quantitative study was conducted using non-probabilistic sampling that included a total of 673 students from the two universities. Partial least squares (PLS) technique was employed to test whether student diversity can predict university brand performance. Additionally, a t-test was used to measure the similarity or difference of the means of the perception of the variables student diversity and university brand performance. The findings showed that the two variables have a causal relationship; however, the mediating effect of the level of education could not be proven. It is concluded that from the students' perspective, the elements of diversity, including inclusion, respect for ideas and beliefs, power sharing, collaborative work for decision making and participation, lead to university brand performance.
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