The Effect of Perceptual Values of University Candidates on Brand Acceptance of Entrepreneurial University (Case Study: Imam Khomeini Naval Academy)

Perceived value in higher education means anticipating student satisfaction with the usefulness of the services received and the brand, as an important communication tool in the customer relationship management suite that acts as an aggressive marketing tactic to gain new customers. The aim of this article was to investigate the effect of perceptual values ​​of university candidates on brand acceptance of entrepreneurial university. The data collection tools, for perceptual values ​​is a standard questionnaire (Isaac Kwasi, 2015) with 36 questions and for branding is the questionnaire by Davidi (2015) with 17 questions. The population under investigation was the volunteers of Imam Khomeni Naval Academy in 1397. 384 people were selected due to the infinity of the statistical population through convenience non random sampling method. Therefore, it can be said that the indicators used are significantly consistent with the research infrastructure and all indicators have been selected correctly.