A Survey on Students Perception of Ferdowsi University Brand

This study sought to evaluate factors influencing students perception of the Ferdowsi University brand and provide a model for efficient management of the brand. The population of this study consists of all the students of Ferdowsi University in 2014, and 9558 of them were selected as the sample using random sampling method. Factors such as commitment, essence and symbolic representation of brand were evaluated. Data collected by questionnaire and for analyzing them we used Stepwise regression tests, Discriminant analysis, Factor analysis and Kolmogorov-Smirnov test by SPSS20. The results showed that among the factors examined, the commitment and essence of brand are effective on the brand perception. But symbolic representation and demographic factors have not shown any impact on brand perception. The survey results can be used to identify the weaknesses of Ferdowsi University brand and develop strategies to improve brand perception.

Keywords:

University Brand , Brand Commitment , Brand Essence , Symbolic Representations , Brand Perception