Mendeley
TY  _  JOUR
ID  -  13941228234231484
TI  -  Investigating the influential factors in the creation of brand equity in higher education (A study of Payame Noor University)
JO  -  Modiriat-e- farda
JA  -  ES
LA  -  fa
SN  -  2228-6047
AU  -  حسینی  میرزا حسن 
AU  -  فرهادي نهاد رومينا 
AD  -  
AD  -  
Y1  -  2014
PY  -  2014
VL  -  35
IS  -  
SP  -  1
EP  -  10
KW  -  Service attributes
 Symbolic attributes
 Provider attributes
 Customer-based brand equity
DO  -  
N2  -  The purpose of this study is examining the influential factors in the creation of brand equity in higher education. The population of the present research is students at the under graduate level at the university of Payame Noor at Tehran campus. Self-administered questionnaire was utilized for data collection from 423 students and ultimately the data gained from 304 students by applying Spss18 and Amos18 software was analyzed. The research findings indicate that among the elements of brand awareness dimension in research model, publicity has a direct and significant effect on university brand equity. Further, among brand image dimensions, perceived value and after sale services belonging to service attributes, brand personality belonging to symbolic attributes and finally international reputation element from provider attributes have the positive effects on Payame Noor University brand image. Thus, with regard to the results, service attributes and provider attributes have the most as along with the least influence on brand equity respectively. Moreover, some practical implications in order for promoting the brand equity of Payame Noor University are presented.
UR  - rimag.ir/en/Article/24493
L1  - rimag.ir/en/Article/Download/24493
ER  -  
