Brand image, attitude to education and the role of electronic word of mouth communication (Case Study: Shiraz University)

Document Type : research article

Authors

1 Assistant Professor of Tourism Management, School of Tourism and Hospitality, Shiraz University

2 Assistant Professor of Management, School of Economics, Management and Social Sciences, Shiraz University

3 Master of Business Management, Shiraz University

4 Master of Industrial Management, Department of Management, Shiraz University

Abstract

Increasing competition among universities to attract students forces them to create a distinctive brand image compared to other competitors in order to gain academic credentials, but given the unstable environment of mass media, brand image may be available. The vibration that is required to create a positive image of the university brand among the students that creates a positive attitude towards the field of study as well as performance enhancement. The purpose of this study was to investigate the effect of electronic word of mouth advertising on subjective image of Shiraz University brand and attitude towards field of study. The purpose of this study is applied research and the method of collection is survey. The statistical population of this study includes all students of Shiraz University. The sample size was 384 persons using Cochran formula. A questionnaire was used to collect data. Given the support of research hypotheses that the effect of oral-to-oral communication on university brand image and attitudes towards the field of study as well as the mediating role of brand image, it is recommended that Shiraz university managers increase the quality of services to create a positive mental image of the university brand. Public opinion, especially students who are the main body of the university.

Keywords

References

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Journal of Educational Planning Studies
Volume 9, Issue 17
March 2021
Pages 81-106

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History

  • Receive Date: 10 January 2020
  • Revise Date: 23 October 2020
  • Accept Date: 10 January 2021

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