Title: Application of eye-tracking technology to analyse a university's corporate visual identity: the case of UCLM

Authors: Marta Retamosa; Irene Aliagas; Ángel Millán

Addresses: Facultad de derecho y ciencias sociales, University of Castilla-La Mancha, Ronda de Toledo, Ciudad Real, ES 13003, Spain ' Facultad de Psicología, Universidad Complutense de Madrid, Carretera de Húmera, Pozuelo de Alarcón, Madrid, ES 28223, Spain ' Facultad de derecho y ciencias sociales, University of Castilla-La Mancha, Ronda de Toledo, Ciudad Real, ES 13003, Spain

Abstract: Due to the current educational globalisation of education, universities must stand out from the competition. A range of corporate elements help them to do this. Neuromarketing devices are now being used to objectively test the attention paid to these corporate elements. This study analyses the attention to and awareness of the corporate logo of the University of Castilla-La Mancha (UCLM) in the different elements of visual identity in which it is found. For this purpose, eye-tracking technology and a questionnaire were applied. The sample included teaching and research professors and administration and services personnel. The results indicated that the logo received different levels of attention depending on the contractual relationship of the observer, despite coinciding in the positive values associated with the university. This research is a starting point that can contribute to improve the positioning strategy of the UCLM university brand.

Keywords: university branding; corporate visual identity; eye tracking; heat map; scan path; neuromarketing; differentiation; attention; awareness.

DOI: 10.1504/IJSOI.2024.143145

International Journal of Services Operations and Informatics, 2024 Vol.13 No.1, pp.1 - 16

Received: 13 Mar 2023
Accepted: 04 Jul 2023
Published online: 04 Dec 2024 *

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