A Study on Factors Contributing to Brand Equity at Islamic Azad University

This study attempted mainly to examine the factors contributing to brand equity at Islamic Azad University. Moreover, this was an applied, descriptive-correlational study. The population comprised all students, professors and employees at Islamic Azad University, Lahijan Branch. The sample size was measured by the Cochranʹs formula to be a total of 370 subjects selected through a random procedure. Data were collected using a self-structured questionnaire, where the Cronbachʹs alpha was estimated to be 0.84. The data were analyzed through structural equation modeling and multiple regression test (R2variation test). The results showed that brand personality of Islamic Azad University, brand identity, trust, influence, preference and loyalty significantly affected the universityʹs brand equity. However, the impact of brand personality, identity and loyalty was greater than that of other factors at Islamic Azad University.