Impact of Exploratory and Refining Strategies on Brand Image and Commitment by Brand Performance

Nowadays, branding is no longer limited to commodities, but higher education departments also seeking to benefit from branding. Since universities have recognized the importance of attracting students by creating a distinctive image in a competitive market, they first need to focus on their performance as prerequisite for creating such distinctive image that requires proper strategy. The main goal of this research was to investigate the effect of exploration and refinement strategies on brand image and commitment through the mediating role of the interface of brand performance. The statistical population of the study was graduate students in one of reputable northeastern universities of Iran, that with non-random sampling method 370 students were selected.The validity and reliability of data were measured by SPSS statistical software. In order to analysis research data Structural Equation Modeling and Barn and Kenny tests were used . The results indicate that exploratory and refining strategies have a significant effect on brand performance. Also, the effect of brand performance on brand image and commitment was positive and meaningful. In addition, the mediating role of brand performance between exploration and refinement strategies ,brand image and commitment was confirmed.