Aiming to stay competitive and survive the drastic, ongoing changes, successful universities thrive on building loyalty among all stakeholder groups, especially students. Having this major significance, it is vital to study the key determinants that persuade stakeholders to form long-term relationships with universities, revealing high loyalty. As they fuel the knowledge economy, universities create a more educated labor market, providing employment and higher salaries. Student loyalty is a critical measure in the success of higher education institutions that aim at retaining students until graduation and then attracting them back. In today’s world, the higher education system represents a means of developing the national and global economy by providing individual and collective benefits. Social / Managerial Contributions: Regional and local communities have their needs met, and bottom-up approach, sustainable development, and democracy are encouraged in urban governance. Theoretical / Methodological Contributions: We endorse seminal research arguments on the role of urban image in urban governance through research synthesis on urban image in Mercosur context, considering regional challenges and perspectives. Results: Main findings on urban image in Mercosur context reveal that (1) regional research is aligned with seminal one, stating that socioeconomic inclusion, sustainability, smartness, stakeholder convergence and satisfaction, and city attractiveness are essential parts of urban image as an urban governance tool for sustainable urban development (2) urban image has been considered a tool for promoting the urban development, management, and governance, which has diversified understandings for diverse urban stakeholders and (3) the main regional challenges were identified. Originality / Relevance: We synthesized the theoretical contributions, the understanding of urban image ontology and deontology, and the urban image challenges in urban branding and city branding as a tool for urban governance in Mercosur context. Method: A research synthesis was applied to analyze and discuss (1) theoretical contributions, (2) urban image ontology and deontology, and (3) the challenges of urban image as a tool for urban governance in Mercosur context. Purpose: This research aims to analyze the knowledge structure related to the image of the cities as a tool for urban governance in Mercosur context. This study may also inspire insights into joint efforts of public and private strategies and actions on economic performance, consumer welfare, and business decisions for national prosperity.
These contributions may guide policymakers, government officials, executives, and scholars in maximizing the value of a place brand (e.g., country, region, or city) by focusing on 'reputation' as an added (qualitative and/or quantitative) construct. We conclude by outlining potential further research avenues and implications for managerial practice. A seven-dimensional CBE framework was developed according to the interpretations of two constructs-country brand reputation ('share of experience') and country brand image ('share of mind')-along with country brand associations, country brand awareness, country brand loyalty, country brand perceived quality, and channel relationships.
Seventeen interviews with international researchers were undertaken for theory building. By incorporating 'reputation' into the place brand equity construct at a country level, we provide a theoretical multidimensional framework for CBE.
Moreover, the app offers a host of handy features for instant file sharing, so sharing your recordings will only be a matter of a couple of taps.Country brand equity (CBE) is expanding in theory and in practice however, little has been published on its conceptualization. You can add notes and photos to each recording, bookmark important parts for ease of navigation, continue recordings and save them directly to the cloud for universal accessibility. With eXtra Voice Recorder all your recordings will be fully organized and available whenever you need them. EXtra Voice Recorder is a combination of a powerful high-quality audio recorder and an easy-to-use audio files manager.
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