Identifying and Ranking the Consequences of Internal Branding with the Structural Equation Approach (Case Study of Islamic Azad University, Khorasgan Branch)

Subject Areas : Strategic Management Researches

Hooman amirahmadi ¹ (Ph.D. Student, Cultural Managementof Facuty Islamic Governance. Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Iran)
mehrdad sadeghi ² (Assistant Professor of Facuty Islamic Governance Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Iran)
siyamak korang beheshti ³ (Assistant Professor of Facuty Islamic Governance Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Iran)

Received: 2022-04-25 Accepted : 2022-05-07 Published : 2022-08-23

Keywords: Islamic Azad University, Structural Equations, branding, Internal Brand,

Abstract :

In times of economic crisis, businesses and individuals take on more responsibility for higher education institutions; Higher education institutions are expected to have more efficient graduates and to be able to better meet the needs of employers. Universities face many challenges in developing macroeconomics and the needs of the local community. In order to survive in the higher education market, it is necessary to formulate policies that consider them as providers of educational services, and students, faculty and staff as the most important direct stakeholders. Therefore, it is necessary to study the effects of internal branding. From this research, the consequences of internal branding have been identified and ranked with the approach of structural equations of Islamic Azad University, Khorasgan branch. The present study is an applied research and in terms of the method of conducting a mixed research (qualitative-quantitative). The statistical population of the study is 12 experts. In the qualitative part, their opinions have been used to identify the effects and for modeling, the statistical population consists of a group of experts and professors of Khorasgan University, whose number was 440 people. Then, according to Krejcie and Morgan table, the sample size 205 people were obtained. Sampling method. In this research, sampling is available. Internal brand effects are first identified by Delphi technique, then structural equations and confirmatory factor analysis are modeled and ranked. Finally, the results showed that the internal branding consequences of Khorasgan University have 6 major outcomes for the organization, which are in order of priority. Organizational, national and international implications, individual implications, financial implications, cultural implications, and ultimately implications for employees.

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