A Comparative Study on the Effect of the Mental Image (Brand) of the University on the Students Self-Concept of Schools of Psychology and Educational Sciences of Allameh Tabatabai University and Lorestan

The purpose of the present research is to compare the effect of university image (brand) on academic self-concept of university students. The general outline of this research is a bit of survey and correlation. The statistical population of this study was all students (boys and girls) of the faculties of psychology and education of Allameh Tabatabai University and Lorestan University with 1200 students who were studying in the academic year of 1994-94, of which 400 were randomly assigned with appropriate allocation were chosen. The research tools were two researcher-made questionnaires of the mental image of the university and the academic self-concept. To determine the reliability of the test, Cronbach's alpha method was used and the Cronbach's alpha coefficient of the mental image questionnaire (brand) from the university was 0.79 and Cronbach's alpha coefficient was self- 0 is. In order to analyze the data, Spearman correlation test, t independent groups, Kolmogorov, Smirnov and Friedman have been used. The findings show that the type of look at the mental image (brand) of the university and the academic selfconcept is not the same among the students of Allameh Tabatabai University and Lorestan. Also, there is a positive and significant relationship between the scores of the mental image of the university with the scores of the general environment, academic environment and non-university environment with academic self-concept.