Exploring university brand loyalty: A comparative study of Spanish and Peruvian students

This article examines the challenges faced by higher education institutions in an increasingly diverse and competitive landscape. Focusing on student brand loyalty at public and private universities in Spain and Peru (countries that share a language, but differ in terms of culture, demographics, and academia) the study aims to reveal how cultural and institutional factors influence perceptions of loyalty. Data were collected using a mixed-model survey administration strategy. In Peru, the questionnaire was distributed online via Google Forms; in Spain, paper-based surveys were conducted in person. A total of 800 responses were obtained from university students at public and private institutions in both countries. The survey used Likert scales to evaluate brand awareness, image, perceived quality, and loyalty. Data analysis using structural equation modeling (SEM) through the Statistical Package for the Social Sciences (SPSS) and software for Analysis of Moment Structures (AMOS) revealed that perceived quality is the main driver of loyalty, particularly at public universities (β = 0.926, p < 0.001). Peruvian students (average = 3.951) demonstrated higher levels of loyalty than Spanish students (average = 3.247), with private institutions (average = 3.666) outperforming public ones (average = 3.514). These findings emphasize the influence of culture on brand loyalty and offer valuable insights to help university administrators develop more effective strategies in a competitive environment.