Resumo

MACIAS, Washington; RODRIGUEZ, Katia; AROSEMENA-BURBANO, Flavio  e  ZHANGALLIMBAY, Donald. Intention to enroll and recommend a higher education institution for STEM degrees: a brand valuation approach. estud.gerenc. [online]. 2023, vol.39, n.169, pp.453-463.  Epub 22-Dez-2023. ISSN 0123-5923.  https://doi.org/10.18046/j.estger.2023.169.5967.

Taking as a framework the brand valuation model proposed by the National Service of Intellectual Rights of Ecuador, the purpose of this study was to evaluate whether the variables that reside in the consumer’s mind, such as brand awareness, associations, and evaluation of choice determinants, are significant in explaining the intention to enroll and recommend a higher education institution. After applying a generalized least squares regression analysis to a sample of 227 potential students of science, technology, engineering, and mathematics (STEM) degrees, it was found that the evaluation of the choice determinants is the only factor that explains the intentions. The high level of consumer involvement with the higher education service could justify this finding.

Palavras-chave : enrollment; recommendation; brand awareness; brand associations; choice determinants.

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