Does the Type of Degree Predict Different Levels of Satisfaction and Loyalty? A Brand Equity Perspective.

Abstract

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 engi-neering. 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 levels of satisfaction and loyalty depending on the degree course they are taking. This study highlights relevant issues for brand management in Higher Education Institutions.