Brand love and brand hate in private HEIS

Authors

DOI:

https://doi.org/10.12712/rpca.v18i3.62043

Abstract

This study aimed to analyze the impact of love/hate for the brand on evasion (decision to leave) and permanence (decision to stay) of private HEI students. As a method to achieve objectives, descriptive research is presented, with a quantitative approach, through data collection techniques of literature search, documentary research, and application of survey questionnaire, being a sample of 406 valid respondents. For data analysis, structural equation modeling (SEM) was used. From a marketing perspective, the results allowed us to that brand love/hate directly influence students' dropout/permanence decision in the private HEIs in which they study.

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Author Biographies

Ramon Alves de Oliveira, Universidade FUMEC / Faculdades Integradas Pitágoras de Montes Claros, FIP-MOC

Doutor pelo Programa de Doutorado e Mestrado em Administração (PDMA), Universidade FUMEC

Professor das Faculdades Integradas Pitágoras de Montes Claros, FIP-MOC, Brasil.

Danilo de Melo Costa, Universidade FUMEC / SKEMA Business School

Doutor em Administração pela Universidade Federal de Minas Gerais (UFMG), Brasil com doutorado sanduíche pela York University (YorkU), Canadá.

Professor do Programa de Doutorado e Mestrado em Administração (PDMA) da Universidade FUMEC

Professor da SKEMA Business School

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Published

2024-10-21

Issue

Vol. 18 No. 3 (2024)

Section

Artigos/Papers

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