Towards the Identification of University Brand Image Measurement Scales

A positive brand image could greatly influence the decision to attend a university and is, thus, given more significance by the universities around the word. However, there is no unanimity among the researchers regarding the measurement and classification of university image. Therefore, the university brand image is suggested to be studied as a research problem in the related context. The purpose of this study is to identify the appropriate scales to measure the brand image of Payame Noor University. The free-association method was, thus, adopted to extract the brand image of the university from the student's self-explicated perceptions. The analysis of the results led to the identification of 13 attributes of Payame Noor University brand image. The identified scales would provide the university officials with the opportunity to compare the brand image of their respective university with that of other universities and identify their strengths and weaknesses in order to develop a competitive strategy.