This research was carried out to develop and validate a measurement scale to determine internal stakeholders’ perceptions of university brand capital by internal stakeholders. To this end, the main contributions in the literature related to the study of brand capital and its application in the educational sector were analysed, identifying which variables determine brand capital in this sector. Once a suitable model was established, an empirical study was realised using a sample of 303 valid responses from lecturers at two Spanish universities (one public and one private). In order to validate the proposed construct, the partial least squares method (PLS) has been applied. The results obtained show the significance of all the variables, while laying the foundation for university managers to develop marketing strategies adapted to maximize the building of educational brand capital.

La intención de este libro es recoger los contenidos, los procesos y los emprendimientos de la innovación social. Cierto es que una revisión de los discursos y las representaciones sobre innovación, y particularmente sobre la innovación social, deja una sensación de confusión en las formas y las estrategias para acotar el objeto. Tal vez cueste admitirlo, pero esa sí que es una característica transversal en los tiempos actuales: el hecho de que los procesos, los objetos, los métodos y los enfoques tienden a rechazar las definiciones, las delimitaciones y las acotaciones definitivas. Sin embargo, un mínimo de bases se requiere para que podamos hablar de cualquier tema. Las diversas experiencias, procedencias y enmarcaciones conceptuales (que no teóricas) respecto a la innovación invitan a avanzar en sus páginas con una visión abierta, flexible y que busque, no tanto teorías definitivas, sino fuerzas de interacción que tienden a esa acotación, delimitación y definición que mencionamos anteriormente como retos del trabajo de investigación actual en el ámbito de lo social.

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.