El marketing 4.0 en el valor de marca de una Institución de Educación Superior

The intricate nature of the environment, delineated by the era of post-globalization and rising competition, has introduced novel challenges for organizations in the wake of the Covid-19 pandemic, thereby accelerating the process of digital transformation even within institutions of higher education. In this milieu, the establishment and preservation of brand value has become imperative for survival in a progressively competitive landscape, with Marketing 4.0 surfacing as an essential instrument for the construction and enhancement of brand equity within these institutions. The primary aim of this research was to assess the impact of Marketing 4.0 on brand value in a Higher Education Institution. The method used was quantitative, explanatory level and pre-experimental design; the sample consisted of 228 students from an Institution. For data collection, the survey technique and an online questionnaire were used as an instrument. The results indicated that brand value was significantly affected by Marketing 4.0 (54.5%) and its dimensions, such as human-centered marketing (52.4%), content marketing (50.3%), omnichannel marketing (47%), and engagement marketing (42.6%). It was concluded that higher education institutions should persist in cultivating brand value through marketing 4.0 and its elements to enhance consumer engagement and loyalty.