Effect of University Brand Ambidexterityon Brand Image Outputs in Higher Education
Due to the decline in student populations and the growth of higher education institutions and the intense
competition for student recruitment, the survival of universities depends on the students' commitment, love support and
loyalty to pursue their studies in the same university. The main aim of this research is investigating effect of Brand
ambidexterity on Brand Image Output in higher education with considering mediating role of brand performance. This study
is an applied and descriptive-survey research. The statistical population of the research is the students of Payame Noor
University in Yazd province. We selected a sample of 359 students using simple random sampling method. The statistical
instruments consisted of four standard scales. Reliability of the scales was confirmed by Cronbach’s Alfa and validity of the
scales was confirmed by confirmatory factor analysis. Structural equation modeling was employed for statistical analysis.
The results showed that exploratory and exploitative strategy both have direct, positive and significant impact on brand
performance. Brand performance has direct, positive and significant impact on brand image. Brand image has direct, positive
and significant impact on students’ commitment.
Keywords - Brand Support, Brand Loyalty, Brand ambidexterity, Brand performance, Brand image, Students’ Commitment.