The effect of university brand mental image on the attitudes of students toward performance improvement: the adjustment role of educational quality

Authors
Abasali Rastgar 1
Seyed Ahmad Mohammadi Hoseini 2
Mahdi Dehghani Soltani 3
1 Associate Professor, Faculty of Economic and Management, Semnan University, Semnan, Iran
2 Doctoral Student in Educational Administration, Psychology and Educational Sciences, Semnan University, Iran
3 Doctoral Student in International Marketing Management, Semnan University, Iran
Abstract
The purpose of this research was to investigate the effect of university brand mental image on the attitudes of students toward performance improvement with regard to the adjustment's role of quality of education at the universities in Kerman. The population of this study was all Kerman's university students in 2014 (N=42190). Using Cochrane formula, 381 individuals were randomly selected through stratified sampling method. A descriptive and correlational method was chosen for this study.  Chow test, Confirmatory Factor Analysis, and Structural Equation Modeling were used to analyze data gathered by the questionnaire. Based on the findings of the study, the positive adjustment's role of educational quality on the relationship between mental image of the university brands and students’ attitude toward performance improvement was confirmed. In addition, the results of path analysis indicated that university brand mental image has a meaningful effect on the students’ attitude toward performance improvement.
Keywords
Brand mental image
Performance Improvement
educational quality
University
Iran

  • Receive Date 06 March 2023
  • Publish Date 06 March 2023