Building a University City Brand: Colombian University Students’ Perceptions

Modern city brand trends aim to position cities according the interests of their stakeholders; in case university students, it is necessary identify factors that determine choice a city. Consequently, this study applied an exploratory model allowed researchers validate and characteristics influence process major Colombian cities. The partial least square statistical analysis methodology was used collect 585 surveys from students different Colombia. found determining cities’ cognitive or affective image directly indirectly influenced brand. This paper’s contributions lie exploring branding students’ perceptions.