Students’ Image of University: Studying Imam Sadiq University Image in the Mind of Applicants

Image recognition is one of the lesser known concepts in the Iranian view of humanities. This concept has captured the attention of the business communities and compelled everyone to be sensitive to the way their image (product/organization) is formed in the minds of audiences for the sake of greater benefits. The university also needs to pay attention to its created image in society, especially among high school students who are its potential future members, in order to advance its scientific and cultural goals. In the present study, therefore, we have attempted to formulate an image of the applicants of Imam Sadiq University while examining the background of "University Image" issue. For this purpose, 60 semi-structured interviews with university entry volunteers were conducted by using qualitative thematic method in the years 2017 and 2018. In summarizing the categories, some aspects of the audience’s image of the university were judged based on the theoretical models of the desired university. The results indicated that the image in a number of contexts such as scientific, cultural, interdependent, etc. involve various positive and negative orientations, and that university officials need to rethink their policies in order to enhance this image.