There is a growing need to evaluate the factors that enable universities to attract and retain students. University brand managers require a better understanding of how students evaluate and interact with their brand. These processes can differ significantly across disciplines and degrees because of their different educational goals, teaching practice, course content, assessment and physical resources required. This study examines disciplinary differences in brand equity dimensions (service quality, loyalty, community, brand personality, shared values and brand trust) across three degrees: business, nursing and engineering. Data from 1.039 university students of a multi-campus Spanish public university was analysed using ANOVA and logistic regression analysis. Findings showed that students state different level of satisfaction and loyalty depending on the degree course they are taking. This study highlights relevant issues for brand management in Higher Education Institutions.

En una sociedad saturada e hipercomunicada, un diseño eficaz es clave para el éxito de un producto. Las técnicas neurocientíficas al servicio de la publicidad y el marketing constituyen herramientas efectivas a la hora de predecir el comportamiento del consumidor. Teniendo en cuenta este contexto y la gran diversidad de vinos que se comercializan en el mercado español, se pretende analizar el etiquetado de una selección de marcas y envases de vino. El objetivo principal de la investigación fue demostrar a las bodegas participantes cuales eran las zonas de sus etiquetados en los envases que despertaban mayor interés o engagementcon su público objetivo. El estudio emplea un Eye Tracker de sobremesa y se desarrolló en la feria nacional de vino (FENAVIN) celebrada en Ciudad Real (Castilla La-Mancha) en 2019. La muestra objeto de análisis está integrada por especialistas del sector asistentes a la feria. Los resultados demostraron que las zonas superiores y centrales del etiquetado despertaban mayor interés, identificando las áreas ciegas que no reciben atención por parte de los sujetos analizados. El estudio concluye que el grado de atractivo y originalidad en el diseño de las etiquetas son factores determinantes clave en los procesos de percepción y la selección de los consumidores.

Universities, as educational service providers, must pay attention to their employees who are pivotal in delivering and communicating brand promise and service quality to the stakeholders. While branding initiatives most frequently focus on external stakeholders, internal branding efforts establish systems/processes and consequent employees’ behaviour that are consistent with external branding efforts. With a sample of 753 faculty members and researchers from a Spanish public University, the study aims to establish if employee tenure and job security have a significant relationship with employees’ brand commitment and employees’ brand supporting behaviour. An analysis of variance was carried out for testing the hypothesis. Differences were found according to tenure in employees’ brand commitment while job security did not impact significantly on employees’ brand commitment. In addition, a positive and significant relationship were found between employees’ brand supporting behaviour and tenure, but not for job security. For business practitioners, this research state that it is essential for service companies, such as universities, to use differing approaches to employees according to their organisational tenure as an important managerial implication.

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Online higher education is in demand, so much so that even face-to-face higher education is applying digital technologies to achieve greater motivation in the classroom. However, this does not mean that online education has everything won; it must continue to innovate in its methodologies to motivate students. The authors offer a proposal for the implementation of an educational escape room as a way to achieve greater motivation in the learning process through a playful experience. Although its use in educational contexts is increasingly common, until now it has not been applied in areas related to the study of consumer behavior. Thus, an explorative, innovative, and didactic escape room is provided based on consumer behavior subject. Several learning activities are employed, and guidelines for assessing and measuring learning are proposed. It is expected that this chapter will serve as a basis for those professionals interested in applying this methodology.