Impacto de la comunicación de la responsabilidad social universitaria en la selección de universidad y efecto mediador de la reputación
DOI:
https://doi.org/10.3145/epi.2020.jul.38Palabras clave:
Responsabilidad social universitaria, RSU, Reputación, Selección, Universidades, Comunicación, Sitios webResumen
El naciente concepto de responsabilidad social universitaria (RSU) consiste en el cumplimiento de la misión de la universidad dentro de unos estándares éticos, de apoyo a la comunidad, respeto al ser humano y al medio ambiente. Así, pues, la universidad no sólo debe impartir formación profesional, sino inculcar a sus estudiantes principios éticos que les permitan comportarse como buenos ciudadanos y contribuir a la solución de los problemas de la comunidad. Por otra parte, la competencia entre universidades exige una gestión eficiente de su reputación y de la comunicación con sus distintos stakeholders, para demostrar a la sociedad el cumplimiento de su misión social, y para atraer estudiantes potenciales hacia la institución. Por lo tanto, este artículo tiene como objetivo explicar la relación de causalidad entre la comunicación de las prácticas de RSU en los sitios web institucionales y la selección de universidad, y el papel mediador de la reputación en esta relación. Para lograrlo, se llevó a cabo una investigación cuantitativa de nivel explicativo experimental y diseño transversal, con una muestra conformada por 356 sujetos, de una población de estudiantes de grado 11º de colegios públicos y privados de la ciudad de Barranquilla (Colombia). Los resultados revelan que la comunicación de las prácticas de RSU en los sitios web institucionales ejerce una influencia significativa directa en la intención de selección de universidad, e indirecta, a través de la reputación como variable mediadora. La evidencia empírica aportada representa un avance teórico en la comprensión y explicación del fenómeno estudiado, e igualmente servirá para que las universidades evalúen si están comunicando adecuadamente su responsabilidad social y adopten estrategias para avanzar en este aspecto.
Descargas
Citas
Abdeen, Afra; Rajah, Edwin; Gaur, Sanjaya S. (2016). "Consumers´ beliefs about firm´s CSR initiatives and their purchase behavior". Marketing intelligence & planning, v. 34, n. 1, pp. 2-18. https://doi.org/10.1108/MIP-06-2014-0107
Aceituno-Aceituno, Pedro; Cea-Moure, Ramiro; Casado-Sánchez, José-Luis; Ruiz-de-Azcárate-Varela, Carmen (2013). "La comunicación como factor clave en la implantación de la responsabilidad social corporativa: El caso de Crédit Agricole España". El profesional de la información, v. 22, n. 4, pp. 326-332. https://doi.org/10.3145/epi.2013.jul.08
Agirre-Aramburu, Izaskun; Gómez-Pescador, Irune (2019). "The effects of corporate social responsibility on customer loyalty: The mediating effect of reputation in cooperative banks versus commercial banks in the Basque country". Journal of business ethics, v. 154, n. 3, pp. 701-719. https://doi.org/10.1007/s10551-017-3438-1
Aldeanueva-Fernández, Ignacio; Jiménez-Quintero, José-Antonio (2013). "Responsabilidad social universitaria en España: un estudio de casos". Revista venezolana de gerencia, v. 18, n. 64, pp. 649-662. https://doi.org/10.31876/revista.v18i64.11168
Alessandri, Sue-Westcott; Yang, Sung-Un; Kinsey, Dennis F. (2006). "An integrative approach to university visual identity and reputation". Corporate reputation review, v. 9, n. 4, pp. 258-270. https://doi.org/10.1057/palgrave.crr.1550033
Alexander, Onki; Ishak, Zurida (2018). "The influence of user interface component on university website towards student enrollment". International journal of engineering & technology, v. 7, n. 4.11, pp. 55-63. https://doi.org/10.14419/ijet.v7i4.11.20688
Alhelalat, Jebril A. (2015). "Consumer behaviour analysis of hospitality students´ evaluation and satisfaction with their universities". Tourism and hospitality management, v. 21, n. 2, pp. 127-143. https://doi.org/10.20867/thm.21.2.2
Al-Hosaini, Fahmi-Fadhl; Sofian, Saudah (2015). "The influence of corporate social responsibility on customer perspective in private universities". International journal of economics and financial issues, v. 5, n. 1S, pp. 257-263. http://www.econjournals.com/index.php/ijefi/article/view/1363/pdf
Aras, Gí¼ler; Esen, Emel; í–zsí¶zgí¼n í‡alışkan, Arzu (2017). "How are university reputation practices and reputation perceptions related?". The journal of KAU IIBF, v. 8, n. 15, pp. 19-34. https://doi.org/10.9775/kauiibfd.2017.002
Arceo, Alfredo (2018). "The identity of university social responsibility on the websites of the universities of the Autonomous Region of Madrid (Spain) and the State of Puebla (Mexico), as a tool of grassroots public diplomacy". American behavioral scientist, v. 62, n. 3, pp. 391-399. https://doi.org/10.1177/0002764217732476
Arikan, Esra; Kantur, Deniz; Maden, Ceyda; Telci, Emine-Eser (2016). "Investigating the mediating role of corporate reputation on the relationship between corporate social responsibility and multiple stakeholder outcomes". Quality & quantity, v. 50, n. 1, pp. 129-149. https://doi.org/10.1007/s11135-014-0141-5
Ayala-Rodríguez, Nelly; Barreto, Idaly; Rozas, Germán; Castro, Alejandra; Moreno, Sebastián (2019). "Social transcultural representations about the concept of university social responsibility". Studies in higher education, v. 44, n. 2, pp. 245-259. https://doi.org/10.1080/03075079.2017.1359248
Baca-Neglia, Hilda-Zoraida; Rondán-Cataluña, Francisco-Javier; García-Del-Junco, Julio (2017). "Propuesta de medición de la responsabilidad social universitaria". Espacios, v. 38, n. 43, pp. 1-37. http://www.revistaespacios.com/a17v38n43/17384312.html
Baraibar-Díez, Elisa; Luna-Sotorrío, Ladislao (2012). "The influence of transparency of university social responsibility in the creation of reputation". Regional and sectoral economic studies, v. 12, n. 3, pp. 21-30. http://www.usc.es/economet/journals2/eers/eers1232.pdf
Berens, Guido; Van-Riel, Cees; Van-Bruggen, Gerrit (2005). "Corporate associations and consumer product responses: The moderating role of corporate brand dominance". Journal of marketing, v. 69, n. 3, pp. 35-48. https://doi.org/10.1509/jmkg.69.3.35.66357
Brewer, Ann; Zhao, Jingsong (2010). "The impact of a pathway college on reputation and brand awareness for its affiliated university in Sydney". International journal of educational management, v. 24, n. 1, pp. 34-47. https://doi.org/10.1108/09513541011013033
Canelón-Silva, Agrivalca (2013). "Responsabilidad social universitaria 2.0: Análisis de las páginas web de universidades de Ausjal". Revista internacional de relaciones públicas, v. 3, n. 5, pp. 27-48. https://doi.org/10.5783/RIRP-5-2013-03-27-48
Casilla, Darcy; Camacho, Hermelinda (2012). "Evaluación de la responsabilidad social universitaria". Opción, v. 28, n. 69, pp. 452-465. https://www.redalyc.org/pdf/310/31025702004.pdf
Castañeda-M. Gregoria; Ruiz, Miguel; Viloria, Olga; Castañeda, Rosa; Quevedo-A., Yajaira (2007). "El rol de las universidades en el contexto de la responsabilidad social empresarial". Revista negotium, v. 8, pp. 100-132. https://www.redalyc.org/pdf/782/78230805.pdf
Castaño-González, Esther-Julia (2011). "Comunicar la responsabilidad social, una opción de éxito empresarial poco explorada". Revista lasallista de investigación, v. 8, n. 2, pp. 173-186. https://bit.ly/2K60in1
Chapleo, Chris; Carrillo-Durán, María-Victoria; Castillo-Díaz, Ana (2011). "Do UK universities communicate their brands effectively through their websites?". Journal of marketing for higher education, v. 21, n. 1, pp. 25-46. https://doi.org/10.1080/08841241.2011.569589
Conard, Michael J.; Conard, Maureen A. (2000). "An analysis of academic reputation as perceived by consumers of higher education". Journal of marketing for higher education, v. 9, n. 4, pp. 69-80. https://doi.org/10.1300/J050v09n04_05
Constantinides, Efthymios; Stagno, Marc C. (2012). "Higher education marketing: A study on the impact of social media on study selection and university choice". International journal of technology and educational marketing (IJTEM), v. 2, n. 1, pp. 41-58. https://doi.org/10.4018/ijtem.2012010104
Currás-Pérez, Rafael; Bigné-Alcañiz, Enrique; Alvarado-Herrera, Alejandro (2009). "The role of self-definitional principles in consumer identification with a socially responsible company". Journal of business ethics, v. 89, n. 4, pp. 547-564. https://doi.org/10.1007/s10551-008-0016-6
Didriksson, Alex (2008). "Educación superior y sociedad del conocimiento en América Latina y el Caribe, desde la perspectiva de la Conferencia Mundial de la Unesco". En: Tí¼nnermann-Bernheim, Carlos. La educación superior en América Latina y el Caribe: diez años después de la Conferencia Mundial de 1998. Cali, Colombia: Multimedios PUJ, pp. 399-458. ISBN: 978 958 8347 09 7 http://unescoeducacionsuperior.uprrp.edu/wp-content/uploads/2011/11/C.-Tunnermann-2008-La-educaci%C3%B3n-superior-en-America-Latina-y-el-Caribe-diez-anos-despu%C3%A9s-de-la-Conferencia-Mundial-de-1998.pdf
Dill, David D. (2003). "Allowing the market to rule: The case of the United States". Higher education quarterly, v. 57, n. 2, pp. 136-157. https://doi.org/10.1111/1468-2273.00239
Du, Shuili; Bhattacharya, Chitrabhan B.; Sen, Sankar (2010). "Maximizing business returns to corporate social responsibility (CSR): The role of CSR communication". International journal of management reviews, v. 12, n. 1, pp. 8-19. https://doi.org/10.1111/j.1468-2370.2009.00276.x
El-Kassar, Abdul-Nasser; Makki, Dania; González-Pérez, María-Alejandra (2019). "Student-university identification and loyalty through social responsibility". International journal of educational management, v. 33, n. 1, pp. 45-65. https://doi.org/10.1108/IJEM-02-2018-0072
Engizek, Nil; Yasin, Bahar (2017). "How CSR and overall service quality lead to affective commitment: Mediating role of company reputation". Social responsibility journal, v. 13, n. 1, pp. 111-125. https://doi.org/10.1108/SRJ-09-2015-0135
Erazo-Coronado, Lucy (2016). "Responsabilidad social en las universidades del Caribe Colombiano y su comunicación en las páginas web institucionales". En: 1º Congreso Metropolitano de Ciencias de la Educación y el Comportamiento, 21 pp.
Fang, Wenchang; Koh, Tuan-Hoon; Chen, Chun-Shuo (2017). "Consumers´ identification of corporate social responsibility activity in Taiwan: Does it matter for emotional dimension and purchase intention?". International journal of business, v. 22, n. 2, pp. 11-124. https://bit.ly/2O3Sh3c
Fatma, Mobin; Rahman, Zillur (2016). "The CSR´s influence on customer responses in Indian banking sector". Journal of retailing and consumer services, v. 29, pp. 49-57. https://doi.org/10.1016/j.jretconser.2015.11.008
Fombrun, Charles J. (1996). Reputation: Realizing value from the corporate image. Boston: Harvard Business School Press. ISBN: 0 87584 633 5
Fombrun, Charles J.; Gardberg, Naomi A.; Sever, Joy M. (2000) "The reputation quotient SM: A multi-stakeholder measure of corporate reputation". Journal of brand management, v. 7, n. 4, pp. 241-255. https://doi.org/10.1057/bm.2000.10
Freeman, R. Edward; Reed, David L. (1983). "Stockholders and stakeholders: A new perspective on corporate governance". California management review, v. 25, n. 3, pp. 88-106. https://doi.org/10.2307/41165018
Gaete-Quezada, Ricardo (2011). "Relación de las universidades con sus stakeholders en internet: un modelo de análisis". Ciencia, docencia y tecnología, v. 22, n. 42, pp. 9-39. https://www.redalyc.org/pdf/145/14518444001.pdf
Gaete-Quezada, Ricardo (2012). Responsabilidad social universitaria: una mirada a la relación de la universidad con la sociedad desde la perspectiva de las partes interesadas. Un estudio de caso. Tesis doctoral Universidad de Valladolid, España. https://doi.org/10.35376/10324/923
Galbreath, Jeremy; Shum, Paul (2012). "Do customer satisfaction and reputation mediate the CSR-FP link? Evidence from Australia". Australian journal of management, v. 37, n. 2, pp. 211-229. https://doi.org/10.1177/0312896211432941
García-Alcaraz, Jorge-Luis; Moreno-Morales, Carmina (2012). "Factores considerados al seleccionar una universidad". Revista mexicana de investigación educativa, v. 17, n. 52, pp. 287-305. https://bit.ly/2Q4eikY
García-Marzá, Domingo (2017). "From ethical codes to ethical auditing: An ethical infrastructure for corporate social responsibility communication". El profesional de la información, v. 26, n. 2, pp. 268-276. https://doi.org/10.3145/epi.2017.mar.13
Garde-Sánchez, Raquel; Rodríguez-Bolívar, Manuel; López-Hernández, Antonio M. (2013). "Divulgación online de información de responsabilidad social en las universidades españolas". Revista de educación, v. 1, pp. 177-209. https://digibug.ugr.es/handle/10481/29591
Gatti, Lucía; Caruana, Albert; Snehota, Iván (2012). "The role of corporate social responsibility, perceived quality and corporate reputation on purchase intention: Implications for brand management". Journal of brand management, v. 20, n. 1, pp. 65-76. https://doi.org/10.1057/bm.2012.2
Gómez, Lina M.; Chalmeta, Ricardo (2011). "Corporate responsibility in US corporate websites: A pilot study". Public relations review, v. 37, n. 1, pp. 93-95. https://doi.org/10.1016/j.pubrev.2010.12.005
Gray, Brendan J.; Fam, Kim-Shyan; Llanes, Violeta A. (2003). "Branding universities in Asian markets". Journal of product and brand management, v. 12, n. 2, pp. 108-119. https://doi.org/10.1108/10610420310469797
Hair, Joseph F.; Black, William C.; Babin, Barry J.; Anderson, Rolph E. (2014). Multivariate data analysis. New York: Pearson New International Edition. ISBN: 1 292 02190 X
Harahap, Dedy-Ansari; Hurriyati, Ratih; Gaffar, Vanessa; Amanah, Dita (2018). "The impact of word of mouth and university reputation on student decision to study at university". Management science letters, v. 8, n. 6, pp. 649-658. https://doi.org/10.5267/j.msl.2018.4.027
Hayes, Andrew F. (2013). Introduction to mediation, moderation, and conditional process analysis: A regression"based approach. New York: The Guilford Press. ISBN: 978 1 60918 230 4
Hemsley-Brown, Jane; Oplatka, Izhar (2006). "Universities in a competitive global marketplace: A systematic review of the literature on higher education marketing". International journal of public sector management, v. 19, n. 4, pp. 316-338. https://doi.org/10.1108/09513550610669176
Joseph, Mathew; Mullen, Eileen-Wall; Spake, Deborah (2012). "University branding: Understanding students´ choice of an educational institution". Journal of brand management, v. 20, n. 1, pp. 1-12. https://doi.org/10.1057/bm.2012.13
Kim, Sora (2019). "The process model of corporate social responsibility (CSR) communication: CSR communication and its relationship with consumers´ CSR knowledge, trust, and corporate reputation perception". Journal of business ethics, v. 154, n. 4, pp. 1143-1159. https://doi.org/10.1007/s10551-017-3433-6
Kitsawad, Kamol (2013). An investigation of factors affecting high school student´s choice of university in Thailand. PhD Thesis, University of Wollongong, Australia, April 2013. http://ro.uow.edu.au/cgi/viewcontent.cgi?article=4783&context=theses
Kotler, Philip (1994). Marketing management, analysis, planning, implementation, and control. New Jersey: Prentice-Hall. ISBN: 0137228511
Kouatli, Issam (2018). "The contemporary definition of university social responsibility with quantifiable sustainability". Social responsibility journal, v. 15, n. 7, pp. 888-909. https://doi.org/10.1108/SRJ-10-2017-0210
Kusumawati, Andriani; Perera, Nelson; Yanamandram, Venkata (2019). "Modelling trade-offs in students´ choice set when determining universities". International journal of educational management, v. 33, n. 5, p. 979-989. https://doi.org/10.1108/IJEM-01-2018-0007
Larrán Jorge-Manuel; Andrades-Peña, Francisco-Javier (2017). "Analysing the literature on university social responsibility: A review of selected higher education journals". Higher education quarterly, v. 71, n. 4, pp. 302-319. https://doi.org/10.1111/hequ.12122
Latif, Khawaja-Fawad (2018). "The development and validation of stakeholder-based scale for measuring university social responsibility (USR)". Social indicators research, v. 140, n. 2, pp. 511-547. https://doi.org/10.1007/s11205-017-1794-y
Lee, Jihyun; Lee, Yuri (2018). "Effects of multi-brand company´s CSR activities on purchase intention through a mediating role of corporate image and brand image". Journal of fashion marketing and management, v. 22, n. 3, pp. 387-403. https://doi.org/10.1108/JFMM-08-2017-0087
Lee, Ki-Hoon; Shin, Dongyoung (2010). "Consumers´ responses to CSR activities: The linkage between increased awareness and purchase intention". Public relations review, v. 36, n. 2, pp. 193-195. https://doi.org/10.1016/j.pubrev.2009.10.014
López-Fidalgo, Jesús (2009). Caso2: Diseño de experimentos: tamaño de muestra y potencia de una prueba, asignaciones aleatorias. http://simfit.usal.es/casos/curso2009/caso2.pdf
Maringe, Félix (2006). "University and course choice: Implications for positioning, recruitment and marketing". International journal of educational management, v. 20, n. 6, pp. 466-479. https://doi.org/10.1108/09513540610683711
Merchant, Altaf; Rose, Gregory M.; Moody, Geoffrey; Mathews, Lucy (2015). "Effect of university heritage and reputation on attitudes of prospective students". International journal of nonprofit and voluntary sector marketing, v. 20, n. 1, pp. 25-37. https://doi.org/10.1002/nvsm.1515
Miotto, Giorgia; Blanco-González, Alicia; Del-Castillo-Feito, Cristina (2018). "Social responsibility: A tool for legitimation in Spanish universities´ strategic plans. Trípodos, v. 42, pp. 59-79. https://www.raco.cat/index.php/Tripodos/article/view/360621
Montano, Freddy; Guillén, Lisbet (2019). "Realidad y perspectiva de la responsabilidad social universitaria en la Universidad Metropolitana del Ecuador". Espacios, v. 40, n. 26, pp. 17-32. http://www.revistaespacios.com/a19v40n26/19402617.html
Montoya, Luz-Alexandra; Montoya, Iván-Alonso; Rojas-Berrío, Sandra-Patricia (2012). "Percepción de la calidad y satisfacción de la elección de los estudiantes de primer semestre en la facultad de ciencias económicas de la Universidad Nacional de Colombia". Poliantea, v. 8, n. 14, pp. 71-94. https://doi.org/10.15765/plnt.v8i14.67
Munisamy, Susila; Mohd-Jaafar, Noor-Ismawati; Nagaraj, Shyamala (2014). "Does reputation matter? Case study of undergraduate choice at a premier university". The Asia-Pacific education researcher, v. 23, n. 3, pp. 451-462. https://doi.org/10.1007/s40299-013-0120-y
Nguyen, Bang; Yu, Xiaoyu; Melewar, T. C.; Hemsley-Brown, Jane (2016). "Brand ambidexterity and commitment in higher education: An exploratory study". Journal of business research, v. 69, n. 8, pp. 3105-3112. https://doi.org/10.1016/j.jbusres.2016.01.026
Pirsch, Julie; Gupta, Shruti; Grau, Stacy-Landreth (2007). "A framework for understanding corporate social responsibility programs as a continuum: An exploratory study. Journal of business ethics, v. 70, n. 2, pp. 125-140. https://doi.org/10.1007/s10551-006-9100-y
Plewa, Carolin; Ho, Joanne; Conduit, Jodie; Karpen, Ingo O. (2016). "Reputation in higher education: A fuzzy set analysis of resource configurations". Journal of business research, v. 69, n. 8, pp. 3087-3095. https://doi.org/10.1016/j.jbusres.2016.01.024
Plungpongpan, Jirawan; Tiangsoongnern, Leela; Speece, Mark (2016). "University social responsibility and brand image of private universities in Bangkok". International journal of educational management, v. 30, n. 4, pp. 571-591. https://doi.org/10.1108/IJEM-10-2014-0136
Putrevu, Sanjay; Lord, Kenneth R. (1994). "Comparative and noncomparative advertising: Attitudinal effects under cognitive and affective involvement conditions". Journal of advertising, v. 23, n. 2, pp. 77-91. https://doi.org/10.1080/00913367.1994.10673443
Qasim, Saba; Siam, Mohammad-Ra; Sallaeh, Salniza B. M. (2017). "The impact of CSR on consumers purchase intention: The mediating role of corporate reputation and moderating peers pressure". International journal of supply chain management, v. 6, n. 3, pp. 239-245. https://bit.ly/2WYl8tJ
Rodríguez-Bolívar, Manuel-Pedro; Garde-Sánchez, Raquel; López-Hernández, Antonio M. (2013). "Online disclosure of corporate social responsibility information in leading Anglo-American universities". Journal of environmental policy & planning, v. 15, n. 4, pp. 551-575. https://doi.org/10.1080/1523908X.2013.817945
Sánchez-Hernández, M. Isabel; Mainardes, Emerson (2016). "University social responsibility: a student base analysis in Brazil". International review on public and nonprofit marketing, v. 13, n. 2, p. 151-169. https://doi.org/10.1007/s12208-016-0158-7
Santos, Gina; Marques, Carla; Justino, Elsa; Mendes, Luis (2020). "Understanding social responsibility´s influence on service quality and student satisfaction in higher education". Journal of cleaner production, v. 256, n. 120597. https://doi.org/10.1016/j.jclepro.2020.120597
Shahijan, Milad-Kalantari; Rezaei, Sajad; Amin, Muslim (2016). "International students´ course satisfaction and continuance behavioral intention in higher education setting: an empirical assessment in Malaysia". Asia Pacific education review, v. 17, n. 1, pp. 41-62. https://doi.org/10.1007/s12564-015-9410-9
Shields, Alison B.; Peruta, Adam (2019). "Social media and the university decision. Do prospective students really care?". Journal of marketing for higher education, v. 29, n. 1, pp. 67-83. https://doi.org/10.1080/08841241.2018.1557778
Simíµes, Cláudia; Soares, Ana-Maria (2010). "Applying to higher education: information sources and choice factors". Studies in higher education, v. 35, n. 4, pp. 371-389. https://doi.org/10.1080/03075070903096490
Singh, Ruhee; Malla, Sweta-Srivastava (2017). "Does corporate social responsibility matter in buying behaviour? - A study of Indian consumers". Global business review, v. 18, n. 3, pp. 781-794. https://doi.org/10.1177/0972150917692206
Stanaland, Andrea J. S.; Lwin, May O.; Murphy, Patrick E. (2011). "Consumer perceptions of the antecedents and consequences of corporate social responsibility". Journal of business ethics, v. 102, n. 1, pp. 47-55. https://doi.org/10.1007/s10551-011-0904-z
Telci, E. Eser; Kantur, Deniz (2014). "University reputation: Scale development and validation". Bogazici journal: review of social, economic & administrative studies, v. 28, n. 2, pp. 49-73. https://doi.org/10.21773/boun.28.2.4
Vallaeys, Franí§ois (2008). "Responsabilidad social universitaria: una nueva filosofía de gestión ética e inteligente para las universidades". Educación superior y sociedad, v. 13, n. 2, pp. 191-220. https://unesdoc.unesco.org/ark:/48223/pf0000182170
Vallaeys, Franí§ois; De-la-Cruz, Cristina; Sasia, Pedro M. (2009). Responsabilidad social universitaria: manual de primeros pasos. México: McGraw-Hill y Banco Interamericano de Desarrollo. ISBN: 978 1 59782 082 0
Vásquez, José-Luis; López-Aza, Carlota; Lanero, Ana (2015). "University social responsibility as antecedent of students´ university experience". Responsibility and sustainability, v. 3, n. 3, p. 33-46. https://doi.org/10.1007/s12208-016-0157-8
Vidaver-Cohen, Deborah (2007). "Reputation beyond the rankings: A conceptual framework for business school research". Corporate reputation review, v. 10, n. 4, pp. 278-304. https://doi.org/10.1057/palgrave.crr.1550055
Villada-García, Carlos A.; López, Lina M.; Patiño-Gaviria, Carlos-Darío; Ramírez-Silva, William; Jurado, Carlos-Mario; Ossa-Londoño, Jorge-Eliécer (2002). "Factores asociados a la elección de carrera y universidad". Uni-pluriversidad, v. 2, n. 2, pp. 23-30. https://aprendeenlinea.udea.edu.co/revistas/index.php/unip/article/view/13163/11819htt
Viteri-Moya, Jorge; Jácome-Villacres, María-Belén; Medina-León, Alberto; Piloto-Fleitas, Neydalis (2012). "índice integral para evaluar la responsabilidad social universitaria en Ecuador". Ingeniería industrial, v. 33, n. 3, pp. 295-306. https://bit.ly/36TcLE4
Walker, Kent (2010). "A systematic review of the corporate reputation literature: Definition, measurement, and theory". Corporate reputation review, v. 12, n. 4, pp. 357-387. https://doi.org/10.1057/crr.2009.26
Walsh, Gianfranco; Beatty, Sharon E. (2007). "Customer-based corporate reputation of a service firm: scale development and validation". Journal of the Academy of Marketing Science, v. 35, n. 1, pp. 127-143. https://doi.org/10.1007/s11747-007-0015-7
Yeo, Amy-Chu-May; Lee, Sky-Xiu-Mei; Carter, Steve (2018). "The influence of an organisation´s adopted corporate social responsibility constructs on consumers´ intended buying behaviour: a Malaysian perspective". Social responsibility journal, v. 14, n. 3, pp. 448-468. https://doi.org/10.1108/SRJ-05-2016-0082
Zamora-Araya, José-Andrey (2010). "Determinantes de la elección de una universidad para estudiantes de último año de educación secundaria en Costa Rica". Revista de ciencias económicas, v. 28, n. 2, pp. 335-352. https://bit.ly/34LWcbu
Zeithaml, Valarie A.; Berry, Leonard L.; Parasuraman, Ananthanarayanan (1996). "The behavioral consequences of service quality". Journal of marketing, v. 60, n. 2, pp. 31-46. https://doi.org/10.1177/002224299606000203
Descargas
Publicado
Cómo citar
Número
Sección
Licencia
Condiciones de difusión de los artículos una vez son publicados
Los autores pueden publicitar libremente sus artículos en webs, redes sociales y repositorios
Deberán respetarse sin embargo, las siguientes condiciones:
- Solo deberá hacerse pública la versión editorial. Rogamos que no se publiquen preprints, postprints o pruebas de imprenta.
- Junto con esa copia ha de incluirse una mención específica de la publicación en la que ha aparecido el texto, añadiendo además un enlace clicable a la URL: http://revista.profesionaldelainformacion.com
La revista Profesional de la información ofrece los artículos en acceso abierto con una licencia Creative Commons BY.
