Organizational Culture and Cultural Hierarchy: Their Influence on Brand Image and Satisfaction with a Focus on the Moderating Role of Gender in a Technical School

Gutierrez-Aguilar O.; Duche-Pérez A.; Quispe-Quispe L.G.; Moscoso-Caro C.; Chicaña-Huanca S.; Tomaylla-Quispe Y. · Lecture Notes in Networks and Systems (2026) · DOI: 10.1007/978-3-032-01130-5_21

Resumen

This study examined how organisational culture and cultural hierarchy influence perceived brand image and satisfaction at a Technical School in Peru, focusing on the moderating role of gender. Utilising a non-experimental, cross-sectional design and a quantitative approach, structural equation modelling through PLS-SEM was employed to analyse the relationships between the variables. The results indicated that organisational culture and cultural hierarchy significantly impact brand image and satisfaction, although gender does not significantly moderate these relationships. The study highlights the importance of developing an organisational culture that promotes a positive brand image and enhances overall satisfaction. These findings suggest that educational institutions should focus on strengthening their organisational culture to improve the perception and experience of their educational community. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.

Instituciones: Universidad Nacional de San Agustín de Arequipa; Universidad Católica de Santa María