Designing a brand acceptance model for the Entrepreneur University (third generation) in the Armed Forces Universities

Increased competition regarding the employment of students, financial sources, and quality employees has resulted in increased attention to third-generation universities in order to create a set of features and achieving a distinctive brand. Therefore, this study intends to design brand acceptance pattern of entrepreneur university in higher education system.

The mixed method has been used in this research. In the qualitative part, the grounded theory method was used, and in the quantitative part, structural equation modeling was used. Qualitative instrument included interviews with 18 university experts, but the researcher-made questionnaire was used as the quantitative data collection instrument.

Data analysis revealed that 474 initial codes were identified. Then, they were divided into 75 concepts and 26 major categories. Based on the systematic approach by grounded theory method, the identified codes were categorized into six components of casual conditions, basic conditions, intervening factors, strategies, and consequences.

The above-mentioned model leads to the employment of the most quality elements in the competitive market through changing the educational system and creating a positive image. The main consequences of these measures include an advanced military industry, achievement of scientific authority in the Islamic world, and increase in public welfare within the society.