Study of the Effect of Brand Equity Drivers on University Brand Resonance (Case Study:Amir Kabir university, Sharif university, Tarbiat Modares university, Tehran university)

Abstract

Branding in business of institutions of higher education is one of the issues that recently have been attracted by many researchers and therefore administrators must conduct in depth studies and take effective steps in order to devise a brand strategy so that they can make a strong brand for universities. Thus, this article investigated the quality of branding and presented suggestions to improve the brand resonance of university. The main objective of the study is to show that how brand resonance can assist in developing the brand. Moreover, it aims to determine the drivers of the brand resonance in views of the students for Iran universities and take steps to build a brand resonance. After providing a questionnaire, quantitative data was collected by analyzing the comments of 475 MA and Ph. D. students in authentic universities (Tehran, Tarbiat Modares, Sharif, and Amir Kabir) in order to examine the model. Results indicated that factors of brand associations, brand affect, brand superiority, and brand identification had a significant positive effect on the brand resonance.

Keywords

• Brand resonance
• Brand equity
• Brand association
• Brand awareness
• Brand superiority
• Brand affect
• Brand loyalty
• Brand identification.