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Influencia de la orientación al mercado en el posicionamiento y reputación de marca de universidades privadas

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dc.contributor.advisorJuárez Acosta, Fernando
dc.contributor.gruplacGrupo de Investigación en Dirección y Gerencia
dc.creatorBucheli Sandoval, Julián Eduardo
dc.creator.degreeDoctor en Ciencias de la Dirección
dc.creator.degreeLevelDoctorado
dc.creator.degreetypePart time
dc.date.accessioned2024-07-25T21:10:34Z
dc.date.available2024-07-25T21:10:34Z
dc.date.created2024-07-21
dc.date.embargoEndinfo:eu-repo/date/embargoEnd/2026-07-26
dc.descriptionLa presente investigación pretende contribuir en la generación de nuevo conocimiento, dentro de la disciplina de marketing educativo determinando la influencia de la orientación al mercado en el posicionamiento y la reputación de marca de universidades privadas, especialmente en el contexto colombiano. La presente investigación empleó un método cuantitativo de carácter correlacional asociativo y causal de influencia, con un diseño correlacional, transversal de influencia entre dos grupos.
dc.description.abstractThis research aims to contribute to the generation of new knowledge within the discipline of educational marketing by determining the influence of market orientation on the positioning and brand reputation of private universities, specifically in the Colombian context. This research used a quantitative method of correlational, associative and causal influence, with a correlational, cross-sectional design of influence between two groups.
dc.format.extent139 pp
dc.format.mimetypeapplication/pdf
dc.identifier.doihttps://doi.org/10.48713/10336_43117
dc.identifier.urihttps://repository.urosario.edu.co/handle/10336/43117
dc.language.isospa
dc.publisherUniversidad del Rosario
dc.publisher.departmentEscuela de Administraciónspa
dc.publisher.programDoctorado en Ciencias de la Dirección
dc.rightsAttribution 4.0 International*
dc.rights.accesRightsinfo:eu-repo/semantics/embargoedAccess
dc.rights.accesoRestringido (Temporalmente bloqueado)
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dc.source.instnameinstname:Universidad del Rosario
dc.source.reponamereponame:Repositorio Institucional EdocUR
dc.subjectOrientación al mercado
dc.subjectReputación de marca
dc.subjectPosicionamiento de marca
dc.subjectUniversidades privadas
dc.subjectModelado por ecuaciones estructurales
dc.subject.keywordMarket orientation
dc.subject.keywordBrand positioning
dc.subject.keywordBrand reputation
dc.subject.keywordPrivate universities
dc.subject.keywordStructural equation modelling
dc.titleInfluencia de la orientación al mercado en el posicionamiento y reputación de marca de universidades privadas
dc.title.TranslatedTitleInfluence of Market Orientation on Brand Positioning and Reputation of Private Universities
dc.typedoctoralThesis
dc.type.documentTesis
dc.type.hasVersioninfo:eu-repo/semantics/acceptedVersion
dc.type.spaTesis de doctorado
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