Commitment in Higher Education with Emphasizing on Allameh Tabataba'i University Brand Ambidexterity

Document Type : Research Paper

Authors

1 Assistant Professor, Department of Educational Sciences, Faculty of Letters & Humanities, Hakim Sabzevari University, Sabzevar, Iran

2 . Ph.D. in Marketing Management, Office of Customer Club and Market Research, Vice President of Communications, Customer Affairs and Marketing, Kowsar Insurance, Tehran, Iran

Abstract

One of the important elements in the health of the educational system is commitment. Higher education problems are important because of their special position in economic development of the country. One of the important issues in the pathology of the educational system is commitment and it’s an issue that needs to be explored further. The purpose of the present research is investigating commitment of Allameh Tabataba'i University brand ambidexterity path. Population of this depictive and applied study includes students Allameh Tabataba'i University. Available sampling method was used and the number of members was 386. The validity and reliability of the questionnaire were confirmed by Cronbach's alpha coefficient, composite reliability coefficient, Average variance extracted and fornell-larcker.The collected data were analyzed with structural equation modeling method. The results showed brand ambidexterity dimensions are the basis for the higher brand performance of the university and brand performance, image and reputation of the university play a key role in brand commitment. This framework helps to university administrators that design suitable strategies for influencing on students' commitment to university brand.

Keywords

References

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