Conceptual Model of Academic Brand Development in Agricultural Higher Education, Iran

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SHARIFZADEH M.SH.; ABDOLLAHZADEH GH.H.; ABBASI L.; SHARIFI M.

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Paper Information

Journal: JOURNAL OF AGRICULTURAL EDUCATION ADMINISTRATION RESEARCH Year:2019 | Volume:- | Issue:48 Page(s): 104-123

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Information Journal Paper

Title

Conceptual Model of Academic Brand Development in Agricultural Higher Education, Iran

Author(s)

SHARIFZADEH M.SH. | ABDOLLAHZADEH GH.H. | ABBASI L. | SHARIFI M. | Issue Writer Certificate

Keywords

university brand imageQ1

higher agricultural educationQ2

entrepreneurial universityQ1

conceptual modelingQ1

Abstract

This research was conducted with the aim of qualitative explanation of a conceptual model for academic brand development in higher agriculture education. Gorgan University of Agricultural Sciences and Natural Resources was studied as a case. This qualitative research was done by the descriptive phenomenological method. Data collection was conducted using semi-structured deep interview. The statistical population of the study consisted of the university community, including students, faculty members, graduates, administrative and managerial staff. Through purposeful theoretical sampling, 20 respondents were selected from the university community. The information gathering process continued to the level of theoretical saturation and the usefulness of the available information. Data collection process was continued until reaching theoretical saturation and usefulness threshold of available information. The qualitative thematic content analysis was carried out to analyze the collected data. The findings of this research resulted in identifying and defining 116 indicators for the development of the university brand. The four-layer indicator set consists of 14 components. The first layer is the brand image of the university (brand equity); six components include brand awareness (5 indicators), brand association (6 indicators), brand superiority (5 indicators), brand emotional response or brand effect (6 indicators), brand identification (6 indicators), and brand resonance, including brand communication, loyalty, and support (with 9 indicators). The second layer, entitled University Experience, consists of three categories or components including relational-social Experience (8 indicators), personal development experience (9 indicators), and emotional experience (3 indicators). The third layer, or perceived service quality of the university, includes three components of educational quality (10 indicators), quality of life (8 indicators), and the quality of human and social relationships in the university or academic community (14 indicators) and the effects and outcomes of the university or the social presence of the university (14 indicators). The fourth layer, the perception of the quality of the host community of the university (university place brand), is described with 10 indicators. These findings inform knowledge about the positioning and developing university brand image in the higher agricultural education.

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APA: Copy

SHARIFZADEH, M.SH., ABDOLLAHZADEH, GH.H., ABBASI, L., & SHARIFI, M.. (2019). Conceptual Model of Academic Brand Development in Agricultural Higher Education, Iran. JOURNAL OF AGRICULTURAL EDUCATION ADMINISTRATION RESEARCH, -(48 ), 104-123. SID. https://sid.ir/paper/200426/en

Vancouver: Copy

SHARIFZADEH M.SH., ABDOLLAHZADEH GH.H., ABBASI L., SHARIFI M.. Conceptual Model of Academic Brand Development in Agricultural Higher Education, Iran. JOURNAL OF AGRICULTURAL EDUCATION ADMINISTRATION RESEARCH[Internet]. 2019;-(48 ):104-123. Available from: https://sid.ir/paper/200426/en

IEEE: Copy

M.SH. SHARIFZADEH, GH.H. ABDOLLAHZADEH, L. ABBASI, and M. SHARIFI, “Conceptual Model of Academic Brand Development in Agricultural Higher Education, Iran,” JOURNAL OF AGRICULTURAL EDUCATION ADMINISTRATION RESEARCH, vol. -, no. 48 , pp. 104–123, 2019, [Online]. Available: https://sid.ir/paper/200426/en

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