Antecedents and Consequences of university Branding: A Theory-Generating Meta-synthesis of Research Findings

The aim of this study was to design a university branding model and identify its antecedents and consequences. Accordingly, the discourse of qualitative research and the Theory-Generating Meta-synthesis  method were used. In this regard, by searching in reputable databases and studies and researches related to academic branding, 42 articles were selected and their content was examined in depth. Findings showed that the antecedents of university branding are: university credit, university heritage, quality of university welfare, geographical location, culture and stable financial status. Also, gaining reputation, internationalization, gaining a sustainable competitive advantage, quality assurance, gaining a top academic rank, a new image in the surrounding circles, a new identity, cultural and social change, and national and local influences are the consequences of university branding. Therefore, it can be concluded that the university that is taking a step towards branding is waiting for the increase of national and international reputation, the excellence of faculty members and students, the employability of graduates in the labor market, high achievements, high scientific standards, attractiveness. Sustainable competitive advantage, increase the establishment of knowledge-based and innovative companies, increase the quality of students, professors, education, services, programs and student life, scientific Authoritiness and gain a leading position in the market and reputable academic ranking systems, create an image Distinguishing from the university, promoting the identity and value of the university, producing educational, cultural and social capital, ethnic , linguistic and cultural diversity in the university, gaining an international position and achieving global standards, synergy with the urban brand, effective in growth Political and economic development of the country.