Abstract:
This research seeks to evaluate the factors affecting Shahid Beheshti University students' perception of the university's identity (brand name) and to provide a model for effective strategic management of university identity. To this end, the impact of variables such as identity commitment, identity nature, and external manifestations was evaluated. The statistical population of this research consisted of all students of Shahid Beheshti University, from which 372 individuals were determined as a sample using the Cochran formula, and the non-probability convenience sampling method was used. Data were collected via a standard questionnaire, Cronbach's alpha was determined using SPSS.21, and correlation analysis, structural equation modeling, and AMOS.21 software were used for data analysis. The results showed that among the investigated factors, identity commitment and identity nature are effective on the perception of Shahid Beheshti University's identity, but the factor of external-symbolic manifestations has no effect on identity perception. The results of this research can be used to identify the weaknesses of Shahid Beheshti University's identity and to create strategies to address them and further improve the university's image in the minds of society.
Machine summary:
Morteza Soltani *, Mostafa Khabbaz **, Mahmoud Ramshini ***, Hossein Nazari **** Abstract This research seeks to evaluate the factors affecting Shahid Beheshti University students' perception of this university's identity (brand name) and to provide a model in line with effective strategic management of university identity.
To this end, a questionnaire consisting of 48 items in addition 208 Strategic Management Studies - No. 18 - Summer 2014 were designed based on demographic items, which measure the perception of identity and the three factors of commitment, nature, and external manifestations - symbolic.
Question scaling Order strongly disagree disagree neutral agree strongly agree (Refer to the page image) Designing and specifying the model of students' perception of university identity 209 In this research, Amos Graphics 21 software was used to test the hypotheses.
One of the characteristics of path analysis is the measurement of indirect effects, which is provided in the table below: 222 Strategic Management Studies - No. 18 - Summer 2014 The learning environment and graduate prospects possess greater importance from the perspective of respondents; on the other hand, the university mission and vision were removed from the model due to having low factor loadings.
Normality status of the data for the confirmatory factor analysis model of university identity perception Questions kurtosis skewness Questions kurtosis skewness Questions kurtosis skewness Refer to the page image) Examination of factor loading.
Examination of factor loadings of questions in the confirmatory factor analysis model of identity essence (Refer to the page image) 214 Strategic Management Studies - No. 18 - Summer 2014 A.
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