How to achieve university brand preference through building brand equity: A view from Peruvian students

This study aims to identify the dimensions that build brand equity in higher education and evaluate how perceptions of brand equity influence university brand preference from the perspective of Peruvian students. A theoretical model was developed based on the literature and tested through empirical, cross-sectional research in 15 private universities in Lima, Peru, with a sample of 570 students. A questionnaire using a 5-point Likert scale measured brand awareness, brand image, perceived brand quality, and brand loyalty. Logistic regression analysis revealed two key findings: (1) brand loyalty, awareness, and image are the most significant dimensions explaining brand equity, and (2) brand equity partially influences brand preference, with loyalty and awareness being the most impactful dimensions. This study fills a gap by analyzing brand equity’s role in a Latin American educational context. The findings provide practical insights for university managers to enhance brand-building strategies by aligning with students’ perceptions, strengthening competitiveness.