Describing the model of relationships between brand components, student behavior, credibility and value of the university brand in the Iranian educational system

Subject Areas :

Mohammad Reza  Khanari ¹ (PhD Student, Education Management, Islamic Azad University of Sari, Mazandaran, Iran)
Saeed  Safariyan Hamedani ² (دانشیار گروه مدیریت آموزشی، دانشکده علوم انسانی، دانشگاه آزاد اسلامی واحد ساری، مازندران، ایران)
Omeh Kolsoom  Gholam Hosseinzadeh ³ (Assistant Professor, Educational Management, Islamic Azad University, Sari Branch, Mazandaran, Iran)

Received: 2020-12-12 Accepted : 2021-02-07 Published : 2020-11-21

Keywords: student behavior, brand value, brand credibility in society,

Abstract :

The aim of this study was to model the relationships between brand components, student behavior, value and credibility of the university brand in the Iranian educational system through the exploratory mixed research method model. Its statistical population in the qualitative section was a group of professors of business and educational management and senior managers of Azad universities and in the quantitative section was the faculty members of the Islamic Azad University in 14 universities in Mazandaran province with 1487 people (328 women and 1159 Men). In the qualitative part, from the method of snowball sampling, 20 people and in the quantitative part, by relative stratified random sampling method based on Cochran's formula, 305 people were selected as a statistical sample. Data in the qualitative part were extracted through the implementation of Delphi technique with a semi-structured questionnaire and in the quantitative part gathered through the implementation of researcher-made questionnaires of 65 items on a statistical sample and analyzed using SPSS and AMOS software. The validity of the questionnaires was confirmed in terms of content and structure. Reliability and combined reliability were estimated and confirmed by Cronbach's alpha coefficient with 84%. descriptive statistics and inferential statistics were used to analyze the data. Findings showed that participatory behavior, citizenship behavior and students 'perceptual quality have an effect on the components of the brand and these components in terms of knowledge, identity, reputation and competitive position significantly affected students' behavior in terms of satisfaction, loyalty and word of mouth.