ABSTRACT
The implementation of university sustainability affects brand perceptions by conferring attributes related to commitment and reputation, especially by students. The proper management of sustainability is related to an improvement in the university brand perceived by its stakeholders, including students. For this reason, this research aims to analyse whether university sustainability positively affects brand positioning among university students. For this purpose, a theoretical and quantitative mixed-method investigation is proposed that allows the establishment of a structural model in which the relationships between the dimensions of university sustainability with the dimensions of brand positioning are evident. The empirical analysis found that some dimensions of university sustainability, such as the institutional framework, campus operations and some dimensions of the substantive functions, positively affect brand positioning in university students and generate commitment to the university from both the prestige and reputation of the brand.
ABSTRACT
This study aims to identify the evolution, trends and research agenda in city brand research. The methodology used was a science mapping bibliometric and network analysis using both, WoS and Scopus databases, to do a systematic literature review. The results of this analysis resulted in four possible perspectives in the research on city brand: Marketing of city brand, Residents and city brand, Governance of city brand and Economic and social impact of city brand. Like all bibliometric studies, this one has limitations due to its specific methodology, such as the consultation of databases that possibly excluded other studies that could offer a broader panorama, likewise, the analysis network methodology proposed perspectives that they can also be limited and exclusive. This study presents a novelty of the bibliometric analysis tool in the city brand research.
ABSTRACT
The aim of this study was to investigate how social responsibility marketing campaigns can be effective in branding for young millennials. An empirical model was applied in three specific cases of cause marketing targeting Generation Y. A total sample of 547 young people was obtained, and the data were analysed through the structural equation methodology using PLS data technical analysis. The results showed that, for millennials, marketing actions with a cause are effective in positioning the brands that carry them out favourably as long as requirements such as the alignment of their objectives with the social ideals and their closeness to millennials are met. Likewise, all the communication elements of the message will influence its effectiveness. This study provides new evidence on the attitudes of young millennials towards brands' social marketing actions.
