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In the Ecuadorian market, university brand management is not only essential for differentiation but also plays a decisive role in shaping social imagination, influencing applicant attraction. The study aims to examine the interrelationship between university brand management and the perception of products and services, crucial factors in the academic program selection process. This study adopts a descriptive approach with quantitative orientation, using surveys as the main tool for data collection. Through the analysis of 1,618 records, a margin of sampling error of ±2.49% is established. Among the highlighted results, it is observed that 42.6% of respondents are male, 56.6% are female, and 0.8% identify with another gender. Additionally, 26.4% mention the importance of international accreditation 31.1%, academic curriculum 15.8%, and class schedules 12.8%.

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The Determining Role of Brand in Master’s Program Selection: Ecuadorian Perspective (2023)

  • 会议论文

  • 发表日期：

    2026年

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  • Wilson German Nieto Aguilar

摘要

In the Ecuadorian market, university brand management is not only essential for differentiation but also plays a decisive role in shaping social imagination, influencing applicant attraction. The study aims to examine the interrelationship between university brand management and the perception of products and services, crucial factors in the academic program selection process. This study adopts a descriptive approach with quantitative orientation, using surveys as the main tool for data collection. Through the analysis of 1,618 records, a margin of sampling error of ±2.49% is established. Among the highlighted results, it is observed that 42.6% of respondents are male, 56.6% are female, and 0.8% identify with another gender. Additionally, 26.4% mention the importance of international accreditation 31.1%, academic curriculum 15.8%, and class schedules 12.8%.