Approach to the sense of belonging: construct for the marketing of entrepreneurships in higher education

This article investigates the potential of belonging as a marketing argument, focusing on customer behaviors driven by this sense of connection with brands. This variable is explored using six robust indicators to define the sense of belonging and its relationship with customer behavior. The research was carried out in the context of Higher Education, highlighting the transformation of this area to offer continuous training and innovative skills. The article highlights the importance of incorporating belonging into marketing strategies, especially for educational institutions seeking to optimize student engagement, especially in those institutions that are the result of ventures and that have given rise to new institutions. This study reveals the sense of belonging of graduates to their institutions and highlights its importance in various sectors. Companies must strive to cultivate a sense of belonging among their customers, using marketing strategies and policies to build lasting relationships and consolidate their ventures. This latent variable has the potential to influence customer behavior and therefore deserves further study.