TY - GEN
T1 - Brand Image Mediated by Satisfaction Through Organizational Culture and Cultural Hierarchy. A Study in the Technical School of the Army
AU - Gutierrez-Aguilar, O.
AU - Granda-Miranda, S.
AU - Chicaña-Huanca, S.
AU - Tomaylla-Quispe, Y.
N1 - Publisher Copyright:
© The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2024.
PY - 2024
Y1 - 2024
N2 - The main goal of this study is to ascertain the degree to which organizational culture and cultural hierarchy affect how satisfied students of the Army Technical School perceive a brand's image. The study was conducted in Peru with a sample of 500 students of both sexes. The modeling of structured equations of partial least squares was used for data analysis. The results concluded that organizational culture significantly impacts cultural hierarchy, satisfaction, and perceived brand image. The relationships proposed in the hypotheses are all significant, suggesting that these aspects are interrelated and could be important for improving brand image and satisfaction in the organization. Moreover, the relationships between these variables can vary depending on gender, and the mediation effect of the satisfaction variable is significant.
AB - The main goal of this study is to ascertain the degree to which organizational culture and cultural hierarchy affect how satisfied students of the Army Technical School perceive a brand's image. The study was conducted in Peru with a sample of 500 students of both sexes. The modeling of structured equations of partial least squares was used for data analysis. The results concluded that organizational culture significantly impacts cultural hierarchy, satisfaction, and perceived brand image. The relationships proposed in the hypotheses are all significant, suggesting that these aspects are interrelated and could be important for improving brand image and satisfaction in the organization. Moreover, the relationships between these variables can vary depending on gender, and the mediation effect of the satisfaction variable is significant.
KW - Cultural hierarchy
KW - Organizational culture
KW - Perceived brand image
KW - PLS-SEM
KW - Satisfaction
UR - http://www.scopus.com/inward/record.url?scp=85192208616&partnerID=8YFLogxK
U2 - 10.1007/978-981-99-8894-5_18
DO - 10.1007/978-981-99-8894-5_18
M3 - Conference contribution
AN - SCOPUS:85192208616
SN - 9789819988938
T3 - Smart Innovation, Systems and Technologies
SP - 211
EP - 221
BT - Developments and Advances in Defense and Security - MICRADS 2023
A2 - Rocha, Alvaro
A2 - Rodríguez, José María Riola
A2 - Fajardo-Toro, Carlos Hernán
PB - Springer Science and Business Media Deutschland GmbH
T2 - Multidisciplinary International Conference of Research Applied to Defense and Security, MICRADS 2023
Y2 - 6 July 2023 through 8 July 2023
ER -