Corporate Identity and Reputation
Open access
Peer reviewed
Abstract
Abstract
The objective of this study is to analyse the mediating role of perceived institutional sustainability as a mechanism that strengthens the relationships between reputation, brand image and loyalty in higher education institutions. Although the university branding literature has established image and reputation as drivers of student loyalty, theoretical and managerial gaps remain regarding the way in which perceived sustainability may explain the relationships among these university branding variables, while delimiting its specific and distinguishable effects in relation to reputation and image. A quantitative approach was adopted using a survey method, collecting data from 1,747 students across twelve accredited higher education institutions in Colombia. The proposed relationships were tested using partial least squares structural equation modelling (PLS-SEM). The results show that perceived institutional sustainability acts as a partial mediator in the relationships between university brand image, institutional reputation and student loyalty. In addition, the two exogenous variables, namely brand image and institutional reputation, exert direct and significant effects on student loyalty. They also have positive and significant indirect effects through perceived sustainability. Overall, the proposed model explained 70.9% of the variance in student loyalty, indicating a high and methodologically sound level of explanatory power These findings suggest that perceived sustainability does not replace the role of image or reputation; rather, it operates as a complementary mechanism that helps explain how institutional perceptions are translated into student loyalty. Taken together, the results support a complementary, rather than substitutive, interpretation of the role of sustainability in university branding.
Direct answer
What can I do from this paper page?
Use this page to scan "Institutional sustainability mediates the effects of university branding on student loyalty" quickly: start with the summary and abstract, then check the authors, source, topics, and related papers. From here, open Scollr to follow Corporate Identity and Reputation research, save the paper, or map adjacent work.
Research areas
Follow related topics
Citation
BibTeX
@article{CastroGmez2026Institutional,
title = {Institutional sustainability mediates the effects of university branding on student loyalty},
author = {Johnatan Castro-Gómez and José Albán Londoño Arias and Camilo Giraldo Giraldo and Javier A Sánchez-Torres},
journal = {Discover Education},
year = {2026},
doi = {10.1007/s44217-026-02025-4},
url = {https://doi.org/10.1007/s44217-026-02025-4}
}FAQ
Using this paper in a discovery workflow
How do I find related work for this paper?
Use the related papers and topic links on this page as starting points. In Scollr, you can also open the paper and build a literature map around its references, citing papers, and related work.
How can I keep up with new Corporate Identity and Reputation research papers?
Follow Corporate Identity and Reputation research in Scollr. New papers from the topic flow into a personalized feed, and you can save useful studies to revisit later.
Can I cite this paper from this page?
This page includes a static BibTeX block for Institutional sustainability mediates the effects of university branding on student loyalty. Always verify the DOI, source, and publication details against the publisher record before submitting a manuscript.
Follow this research in Scollr
Follow the topics and authors behind this paper, save useful studies, and build a literature map when you are ready to go deeper.
Get the app