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This research was carried out to examine the role of educational brand capital applied to public universities in Ireland. To this end, the main contributions in the literature related to the study of brand capital and its application in the Irish educational sector were analyzed, identifying which variables determine brand capital in this sector. Once a suitable model was established, an empirical study was realized using a sample of 423 valid responses from students at the two main public universities in Cork (Ireland). The results obtained will show the repercussion of each variable of the brand capital relative to the determining variables (brand awareness, brand image, perceived quality, and brand loyalty), while laying the foundation for university managers to develop marketing strategies adapted to maximize the building of educational brand capital.

This research was carried out to examine the role of brand capital in higher education. For this purpose, the main contributions of the literature to the study of brand capital and its application to the education sector were analyzed. Then, the variables determining brand capital in the higher education sector were identified and a comparison between the main employees was made. Once the educational brand capital construct was established, an empirical study was carried out using a valid sample of 1,106 responses (690 from lecturers and 416 from service staff, belonging to eight public and private universities in Valencia (Spain). SPSS v.19 for Windows and EQS 6.2 were used as statistical work tools. The present investigation fills a gap in the marketing discipline because it is considered that there are no current investigations that analyze the perception of the brand capital through the opinions of the main employees involved in Spanish universities. The results obtained show the effects of each variable of brand capital in relation to the determining variables and, especially, to brand awareness, thus, helping the university managers to decipher the key aspects for their employees and thereby generate strategies to maintain them or improve them.

This research was carried out to examine the role of educational brand capital applied to private universities in El Salvador. For this purpose, the main contributions of the literature related to the study of brand capital and its application in the educational sector were analyzed, identifying which variables determine brand capital in the higher education sector. Once a suitable model was established, an empirical study was realized through a questionnaire in digital format, using a sample of 381 valid responses from undergraduate students from a private university in San Salvador (El Salvador). In order to validate the proposed construct, structural equation modeling will be applied, using SPSS v.19 and EQS 6.2 as working tools. The results obtained will show the repercussion of each variable of the brand capital relative to the determining variables, which are: brand awareness, brand image, perceived quality, and brand loyalty.