The COMINBRAND research group is an intercultural and interdisciplinary group that develops lines of research focused on communication, innovation and the latest marketing trends. Faced with the arrival of the 5.0 marketing stage, the research group contextualises itself in a highly interconnected and digitalised world, where communication plays a key role, and studies consumer behaviour and its connection with the brand, passing through different stages of brand creation. This process of developing a brand through its various assets is called branding. From there, communication, innovation, branding and consumer behaviour are COMINBRAND's main lines of research. To these are added two transversal lines of research, one focused on the study of the impact of culture, and more specifically national culture, which will allow us to obtain a cross-cultural vision of the problems addressed and another that includes the analysis of gender in current scientific research, with the aim of responding to a greater awareness of the importance of including the gender perspective in consumer behaviour studies. 

The priority sectors of the analysis are tourism and education, both of which are subject to major processes of change and digital transformation. The analysis of the tourism sector encompasses both various tourist destinations and the hotel and hospitality companies that operate in them. The study of the education sector focuses on higher education institutions and focuses its analysis on teaching innovation and new teaching-learning methodologies. 

The quality of the group's research is endorsed by the strong international collaboration of its members, their participation in multiple R&D projects financed by public calls, in educational innovation projects and in relevant R&D contracts with companies and/or administrations. In addition to this, there are numerous publications in journals of high international prestige indexed in the SSCI and SJR databases, participation in international conferences, including those oriented towards teaching innovation, participation in editorial boards of prestigious journals, acting as editors and a high degree of involvement in the field of tourism and education in general.