Designing and explaining brand equity model in higher education

Abstract

This study is designed and implemented to identify the dimensions of brand equity in higher education in Iran. Higher education provides an interesting and important concept for research because higher education institutions around the world have increasingly oriented to marketing and also students have become customers. Considering that any research with this content was not conducted in Iran in runtime and formulation of this report, the researcher has extracted various dimensions and components of higher education equity of country through the depth study of the research literature and earlier researches and has refined the indicators by consulting with teachers and academic experts. In addition to localization of structures and indicators influencing the brand equity of higher education, they designed a comprehensive model of the factors affecting the brand equity of higher education. The effective indicators with a quantitative study were reviewed and approved in terms of content by 23 teachers and experts from the University of Tehran, Shahid Beheshti, Allameh Tabatabai and Imam Sadegh. After confirming indicators, a quantitative questionnaire was used to assess the model and a sample of 564 individuals from students of four University of Tehran, Shahid Beheshti, Allameh Tabatabai and Imam Sadegh were studied and the conceptual model was examined through path analysis test. Ultimately, the final model of brand equity in higher education was presented and results were reported in the following.