Brand love y lealtad de marca universidad-estudiantes: Revisión sistemática de la literatura bajo el enfoque PRISMA 2013-2023
DOI:
https://doi.org/10.15381/gtm.v28i55.28259Palabras clave:
brand love, lealtad de marca, conexión emocional, universidad, estudiantesResumen
El presente artículo de revisión sistemática de la literatura tuvo como objetivo analizar el impacto de los constructos brand love y lealtad de marca en la relación entre las universidades y sus estudiantes durante 2013-2023, así como identificar las estrategias que fortalecen dicha relación. Se empleó el enfoque PRISMA 2020, recopilando 21 artículos científicos relevantes en diversas bases de datos académicas, como Web of Science, EBSCOhost, ProQuest y Redalyc. Los resultados evidenciaron que el brand love y la lealtad de marca fortalecen el vínculo emocional entre la institución y el alumnado. Factores como el desarrollo de conexiones afectivas, el cumplimiento de las expectativas estudiantiles y la oferta de una educación de calidad influyeron positivamente en este vínculo. Asimismo, se identificaron estrategias efectivas para potenciar ambos constructos en áreas como las experiencias estudiantiles, la imagen de marca universitaria y la comunicación de servicios. El estudio concluye recomendando mantener altos estándares académicos junto con un apoyo integral al estudiante, fomentando una conexión emocional desde los primeros años de formación para consolidar el brand love y la lealtad de marca. Además, se sugiere explorar otros factores moderadores en futuras investigaciones.
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Derechos de autor 2025 Augusto Antonio Cieza Esteban
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