The effect of university brand mental image on the attitudes of students toward performance improvement: the adjustment role of educational quality

The purpose of this research was to investigate the effect of university brand mental image on the attitudes of students toward performance improvement with regard to the adjustment's role of quality of education at the universities in Kerman. The population of this study was all Kerman's university students in 2014 (N=42190). Using Cochrane formula, 381 individuals were randomly selected through stratified sampling method. A descriptive and correlational method was chosen for this study. Chow test, Confirmatory Factor Analysis, and Structural Equation Modeling were used to analyze data gathered by the questionnaire. Based on the findings of the study, the positive adjustment's role of educational quality on the relationship between mental image of the university brands and students’ attitude toward performance improvement was confirmed. In addition, the results of path analysis indicated that university brand mental image has a meaningful effect on the students’ attitude toward performance improvement.