The role of participation, identification, reputation and attachment in creating a reputable brand for universities with strategic plans (Case Study: Islamic Azad University)

Mohamadzadeh, Zahra; Basfa Ahmadabadi, Fahime; Taherpour Kalantari, Hadi

doi:10.22034/jsma.2024.205852

The role of participation, identification, reputation and attachment in creating a reputable brand for universities with strategic plans (Case Study: Islamic Azad University)

Document Type : Original Article

Authors

Zahra Mohamadzadeh ¹

Fahime Basfa Ahmadabadi ²

Hadi Taherpour Kalantari ³

¹ Assistant Professor, Department of Management, Binaloud Institute of Higher Education, Mashhad, Iran

² Graduated from Master of Business Administration, Marketing major, Hakim Tous Institute of Higher Education, Mashhad, Iran

³ Assistant Professor, Department of Business Management, Hakim Toos Institute of Higher Education, Mashhad, Iran

10.22034/jsma.2024.205852

Abstract

Today, the expansion of competition among organizations and gaining brand reputation has become the main goal and the first priority of organizations. Therefore, this research was conducted with the aim of investigating the role of participation, identification, reputation and attachment in creating a reputable brand among the students of the Islamic Azad University of Mashhad. In the current research, the statistical population includes all graduate and doctoral students of the Islamic Azad University of Mashhad branch, whose number, according to the contents on the website of this university, is about 2800 people. Also, in the current research, the sampling method was available in the form of a non-random sample, and 415 questionnaires were distributed in person and online (in the class groups of students of the desired courses). Finally, 382 questionnaires were incorporated into the analysis stage. In order to determine validity of the instrument, face and content validity were checked and confirmed using confirmatory factor analysis. Also, Cronbach's alpha coefficient was used to check reliability. Finally, data analysis was done using structural equations and PLS version 3 and SPSS version 24 software. The results of this research showed that cultural participation, brand identity and brand reputation have a positive and significant effect on brand attachment. Also, brand identity and brand reputation and participation have a positive effect on brand credibility. In addition, brand attachment does not affect brand credibility.

Keywords

Brand Participation

Brand Identity

Brand Reputation

Brand Credibility

Brand Attachment