Validation of Islamic Social Marketing Components and Its Impact on the Brand Equity of Higher Education Institutions (Case Study: Public and Private Universities in Kabul)

The main purpose of this study was validation (confirmatory factor analysis) and validation of the Islamic Social Marketing Assessment Questionnaire to investigate its impact on the brand equity of Afghan higher education institutions from the perspective of economics and management students in Afghan universities. The components of Islamic social marketing are environment, security and health, respectively. The environment includes items that destroy the beauty of nature, misuse of public and state property, increase green space in the region. Security includes items of secrecy and information, fear of reprimand, deep religious beliefs and peace among the people, as well as personal hygiene items, nutritional hygiene, clothing hygiene and disease prevention. Be. The present study is applied and in terms of data collection is a descriptive survey. The statistical population of the study included students of economics and management at public and private universities in Kabul. The statistical sample consisted of 384 students which were obtained randomly and the number of samples was obtained using Cochran's formula. The reliability of the questionnaire was evaluated using Cronbach's alpha coefficient, content validity was evaluated using experts familiar with the research topic and structural validity was evaluated using valid indicators in structural equations. SPSS and AMOS software were used for data analysis. The results of data analysis confirmed the validity of social marketing components and it was found that there is a significant relationship between Islamic social marketing components and brand equity of educational institutions.