Islamic Azad University Brand Dimensions and Their Effect on Selection of Azad University

Present research has identified and ranked effective dimensions of Islamic Azad University brand. The research objectives were: (1) to develop a model for Azad University brand; (2) to identify the personification dimensions of Islamic Azad University brand; (3) to determine the order of dimensions effect on selection of Azad University; (4) to examine the relation between Azad University brand and selection of Azad University as the target university. 450 questionnaires were distributed to departments of Azad University, Tehran Central Campus for the required data. 421 returned questionnaires were used for this study. Collected data were analyzed by using SPSS software. Pearson and Spearman correlation, multiple regression, and Friedman test were used for data analysis. The proposed model was confirmed with a correlation of 0.707, an error rate below 0.01 at 0.99 degrees of confidence. Sincerity obtained the highest score among Azad University brand personality dimensions. Multiple regression results indicate that brand dimensions can account for about 67% of dependent variable total variance. The residual variance is affected by influencing variables outside the model. The average priorities of brand dimensions obtained from Friedman test ranked dimension priorities from high to low as: brand equity, brand value, obvious brand structure, and non obvious brand structure. [Soheil Sarmad Sa'eedi, Javad Faghihi Pour, Ali Akbar Sadeghi, Somaieh Faghihi Pour. Islamic Azad University Brand Dimensions and Their Effect on Selection of Azad University. Life Sci J 2012;9(4):741-749] (ISSN:1097-8135). http://www.lifesciencesite.com. 116