International Journal of Management and Applied Science (IJMAS)
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Statistics report
Oct. 2019
Submitted Papers : 80
Accepted Papers : 10
Rejected Papers : 70
Acc. Perc : 12%
Issue Published : 67
Paper Published : 4093
No. of Authors : 8411
  Journal Paper




Paper Title :
Effect of University Brand Ambidexterityon Brand Image Outputs in Higher Education

Author :Hamideh Shekari

Article Citation :Hamideh Shekari , (2018 ) " Effect of University Brand Ambidexterityon Brand Image Outputs in Higher Education " , International Journal of Management and Applied Science (IJMAS) , pp. 104-109, Volume-4,Issue-12

Abstract : 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.

Type : Research paper


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