Identifying and Ranking the Factors Affecting the Brand Promotion of Higher Education Institutions Using Fuzzy Cognitive Mapping Technique

The aim of this study was to identify and rank the factors affecting the brand promotion of higher education institutions in Yazd province using fuzzy cognitive mapping technique. The research method was a case study for fuzzy modeling. The statistical population of the study consisted of two groups of key experts (faculty members and experts on higher education) and graduate students of universities in Yazd province. From the second group, 89 graduate students were selected using stratified random sampling. The research tool was a matrix questionnaire of factors affecting the promotion of the researcher higher education brand. The validity of the instrument was obtained using peer feedback and member control methods. By studying the literature and reviewing the background, 14 factors were extracted as effective factors in promoting the brand of higher education institutions. The findings also showed that the factors of reputation, physical facilities, library services and career development are more central and important than other factors in promoting the brand of higher education institutions. Also, using tools and techniques related to the fuzzy cognitive mapping approach and Ucinet software, the brand promotion model of higher education institutions and alternative scenarios for the promotion of higher education brand education institutions were presented.