The role of brand attachment power in the brand equity of higher education at international level

This research examined the role of brand attachment power in the brand equity of international higher education. An applied research method as chosen for this study. A descriptive correlational-survey method was used for data collection. The statistical population of the study included all non-Iranian students whose place of residence is outside Iran's borders but have studied at one of the international universities in Iran. This study, according to the history of national studies, is one of the few studies that have examined the Iranian universities from the perspective of international students. In addition, we have tried to get a more comprehensive view of the research topic by examining a wide range of students, even those who have completed their studies and returned to their country. Due to the scattered statistical population, a convenient non-probability sampling method was used. The questionnaires were distributed online and 219 questionnaires were used for data analysis. Structural Equation Modeling was applied to test the research hypotheses. The results of the research indicated that international universities in Iran should increase the perceived quality of their services and improve the behavior of their staff, which improves the brand image, brand identity, brand concept and brand reputation that in turn enhances commitment, trust and satisfaction of students, and ultimately leads to increased brand value.