Designing and Explaining of Students' Perception Model from University Brand

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SOLTANI MORTEZA; KHABAZI MOSTAFA; Ramshini Mahmood; NAZARI HOSSEIN

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Journal Paper

Paper Information

Journal: JOURNAL OF STRATEGIC MANAGEMENT STUDIES Year:2014 | Volume:5 | Issue:18 Page(s): 201-227

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Information Journal Paper

Title

Designing and Explaining of Students' Perception Model from University Brand

Author(s)

SOLTANI MORTEZA | KHABAZI MOSTAFA | Ramshini Mahmood | NAZARI HOSSEIN | Issue Writer Certificate

Keywords

University BrandQ2

Brand CommitmentQ2

Brand EssenceQ2

Brand PerceptionQ2

Strategic ManagementQ2

Shahid Beheshti UniversityQ1

Abstract

This study sought to evaluate factors influencing Perception of the University Brand in Shahid Beheshti University students Inorder toeffectively and strategicallymanageit. Inthisregard, the impact ofBrand Commitment, Brand Essence and symbolic representation of brand were evaluated. The statistic population of this research is studentsof Shahid Beheshti University. The sample size was determined by using the Cochran formula and that determined 372 subjects. For sampling used from non-random sampling method. Datawasgatheredthroughquestionnaire and analyzed by correlation and structural equationanalysisby AMOS. 21. results indicate that the Brand Commitment and Brand Essence affect Brand Perception But symbolic representation do not have significant effect.

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APA: Copy

SOLTANI, MORTEZA, KHABAZI, MOSTAFA, Ramshini, Mahmood, & NAZARI, HOSSEIN. (2014). Designing and Explaining of Students' Perception Model from University Brand. JOURNAL OF STRATEGIC MANAGEMENT STUDIES, 5(18 ), 201-227. SID. https://sid.ir/paper/181637/en

Vancouver: Copy

SOLTANI MORTEZA, KHABAZI MOSTAFA, Ramshini Mahmood, NAZARI HOSSEIN. Designing and Explaining of Students' Perception Model from University Brand. JOURNAL OF STRATEGIC MANAGEMENT STUDIES[Internet]. 2014;5(18 ):201-227. Available from: https://sid.ir/paper/181637/en

IEEE: Copy

MORTEZA SOLTANI, MOSTAFA KHABAZI, Mahmood Ramshini, and HOSSEIN NAZARI, “Designing and Explaining of Students' Perception Model from University Brand,” JOURNAL OF STRATEGIC MANAGEMENT STUDIES, vol. 5, no. 18 , pp. 201–227, 2014, [Online]. Available: https://sid.ir/paper/181637/en

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