A Study of Factors Affecting the Brand Equity of University (Case Study: Qazvin Islamic Azad University)

Subject Areas : مدیریت

Mahdi  Ghasemi Mirzaei ¹ (M.A., Department of Business Management, Abhar Branch, Islamic Azad University, Abhar, Iran)
Morteza  Mousakhani ² (Professor, Department of management, Science and Research, Islamic Azad University, Tehran, Iran)

Received: 2019-03-07 Accepted : 2019-03-07 Published : 2019-02-20

Keywords: Perceived Quality, brand loyalty, brand equity, University Recognition, Emotional Branding,

Abstract :

This study is aimed at investigating the factors which contribute to the brand value of Qazvin Islamic Azad University (QIAU).This study is an applied study and uses survey method to collect the data. The statistical population of this study is made up of the faculty members and students of QIAU. The validity of the questionnaire was found to be acceptable, using lawashe's coefficient as well as confirmatory factor analysis. The reliability was also confirmed, using the Alpha's Cronbach's for internal consistency reliability of the data. The results of analysis showed that the main dimensions and sub-dimensions of the brand value affect the overall value of the QIAU brand .Based on the path coefficient, in the case of faculty members, brand awareness, brand loyalty, and the perceived quality are ranked first, second, and third, respectively. Emotional branding and the extent to which the brand is recognized (word of mouth) are ranked as fourth and fifth priorities, respectively. For students, the perceived quality was ranked the first, followed by the fame of the university, emotional branding, brand awareness, and brand loyalty, respectively. The results showed that students ranked their priorities as follows: 1- student’s life, 2-physical facilities, 3-library services and 4- job development. Faculty members ranked their priorities as follows: 1-welfare facilities, 2-library facilities, 3-physical facilities, 4-job development.