Structural Model of Influence of Brand Ambidexterity on Studentsʼ Commitment with Considering Mediating Role of Brand performance and Brand Image (Case: Brand of Payame Noor)

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Abstract: The aim of this research is to investigate the effect of brand ambidexterity on studentsʼ commitment for higher education with considering mediating role of brand performance and brand image. This study is an applied research in terms of purpose and a descriptive-survey research in terms of method. The statistical population is the students of Payam-e-Noor University in Yazd province. A sample comprising of 359 members was selected using simple random sampling method. The statistical instruments consisted of four questionnaires. Reliability of the scales was confirmed by Cronbach’s alfa and validity of the scales was confirmed by confirmatory factor analysis. For analyzing data, Structural Equation Modeling was employed.The results revealed that exploratory strategy has a direct, positive and significant impact on brand performance. Exploitative strategy has no effect on brand performance. Brand performance has a direct, positive and significant impact on brand image. Brand image has a direct, positive and significant impact on studentsʼ commitment.

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Higher Education Letter
Volume 10, Issue 38
September 2017
Pages 7-32

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